SENSHUKAI CO.,LTD.'s Belle Maison is launching its first collaboration with fashion media outlet HugMug, selling children's clothing from 6 October. The collection combines basic styles with trend-conscious designs.
As SENSHUKAI CO.,LTD.'s Belle Maison shifts from catalog-focused sales toward the web, it is collaborating with HugMug to launch its first children's clothing collection. HugMug operates as a web magazine, and the tie-up is intended to appeal to new customer segments.
HugMug specializes in fashion information for parents and children and has attracted support from mothers, with more than 160,000 total Instagram followers. Its emphasis on quality, functionality and comfort was a deciding factor in the collaboration with Belle Maison.
The collection consists of 6 products. Under the core Zieta brand, windbreakers, sweatshirts and leggings have been specially produced to HugMug's specifications. Rikke, which reflects current trends, offers dresses and coordinated sets, including a denim salopette, made with designs and materials suitable for year-round wear.
Ahead of the launch, HugMug plans to lead the development of the web and Instagram presentation, as well as promotional activities including a flea-market display in Tokyo and an Instagram Live session featuring models. As this is the first collaboration, production volumes have been set conservatively, with the stated aim of selling out.