The global popular character, IP BT21, from the digital IP entertainment company IPX (formerly Line Friends), has unveiled its "BT21 X FRAGMENT" collection in collaboration with street fashion master Fujiwara Hiroshi's brand, "FRAGMENT." IPX debuted its first brand-exclusive pop-up at The Hyundai Seoul.
FRAGMENT, the design brand founded by Fujiwara Hiroshi—a global street fashion designer, producer, and musician—features its distinctive lightning logo and delicate designs, enjoying strong support from the fashion world through collaborations with high-end global brands.
In this partnership, BT21 is capturing the attention of Generation Z by adopting an all-black, chic sensibility, departing from its previous cute image and presenting a new persona as a hip and stylish fashion icon.
The collection was launched at The Hyundai Seoul's exclusive pop-up store, drawing a large crowd even before its official opening, underscoring the keen interest in the convergence of these two brands. The pop-up store captures attention with vibrant visuals showcasing the moment BT21 meets FRAGMENT's lightning, emanating powerful vibes through sensuous media images, photo zones featuring a house model with lightning, LED lights, and metal lighting. Notably, it offers a unique experience by providing special glasses for visitors to immerse themselves in the world of BT21, a star spreading love.
Available at The Hyundai Seoul until the 13th, the collection will subsequently roll out in the United States, Taiwan, and Hong Kong, including SNDK, Japan's largest limited-edition trading platform, starting today.
An IPX official commented, "Following collaborations with Dr. Martin and Converse, BT21 is now teaming up with FRAGMENT, a distinctive street fashion brand, to present a one-of-a-kind collaboration." The official added, "We hope this collection, embodying the transformed charm of BT21 into a trendy and sophisticated fashion brand, becomes a cherished item for enthusiasts."
Unveiling the Chic Collaboration Between BT21 and Fujiwara Hiroshi’s FRAGMENT
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