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Fashion & Lifestyle | Highlights

MIFFY: SMALL BUNNY, BIG STEPS IN THE YEAR OF THE RABBIT 2023

25 Jan - 2023

Tags from the story: Mercis, Miffy.

Creator, artist and graphic designer Dick Bruna was born in the Year of the Rabbit (1927) and gave us Miffy in 1955. From humble beginnings 68 years ago, Miffy has slowly but surely become a global classic brand.

Miffy since its inception is therefore closely linked to the Year of the Rabbit. Over time Miffy evolved from a purely book-based character into a symbol for simplicity, fun, design and quality. Mercis’ mission is to ensure that these uncomplicated, innocent, positive and open to new experience values are omni-present in all our global partnerships and applied from the youngest age possible.

Keeping respect for art and the world of a child at the core of everything, including the child in all of us, has made it possible to extend the brand into many different categories but also age groups.

Lunar New Year is a significant event with celebrations stretching across the APAC region and nowadays audiences around the world. It is a moment that centers around the idea of welcoming in the new and feasting with friends & family. The Year of the Rabbit more specifically symbolizes mercy, elegance and beauty, so what better way to start this year with some new and elegant partnerships?

Recently there have been very successful launches with brands such as Speedo, Baccarat, Adidas and Liberty of London.

Mulberry x Miffy

miffy x mulberryBritish luxury leather brand Mulberry collaborates with beloved animated character Miffy on a collection celebrating the Year of the Rabbit for Lunar New Year.

This collaboration with Mulberry is focussing on highlighting simplistic design details and sparking the imagination of audiences around the world through a collection of handbags and accessories.

Building on Mulberry’s history of unexpected collaborations, the limited-edition Mulberry x Miffy capsule sees Dutch bunny Miffy curiously adventure across a series of bags and accessories including keyrings, travel and tech accessories, small leather goods and iconic Mulberry bag styles. Miffy peeks from behind envelope wallets and plays on the straps of Mulberry’s timeless Bayswater bag, as well as appearing on several new tote designs created specifically for the collection.

A 360° campaign, which aims to engages with a younger target audience, creating cut through with locally and seasonally relevant, emotion-led content. Supported by window campaigns in Mulberry’s Flagship stores, physical experiences, social media and a limited-edition collection customers will be immersed in the campaign and interact with the Miffy character and products first-hand.

The campaign will bring Mulberry x Miffy to life with relevance for China, South Korea, Japan and the key markets UK and North America.

Tommy Hilfiger X Miffy

MIFFY TOMMY HILFLIGER3_071Preppy classic with a twist meets Playful whimsy and simple elegance.

Our collaboration with Miffy embraces our playful passion for pop culture and our imaginative, irreverent spirit. It’s a canvas for creativity that celebrates our brand vision: adventurous and expressive, with a touch of playful fun”, as Tommy Hilfiger says.

An extensive apparel line with Tommy Hilfiger has recently been launched in China, followed by a global roll-out to include a specific Year of the Rabbit capsule collection and collections for both men and women, young and old, including accessories and shoes.


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