Khrisjoy held a presentation during Milan Fashion Week and we were there to touch feel and dance with the brand. Luxury outerwear made in Italy with bold, creative and joyful designs. We celebrated with the brand at a Brunch with a DJ playing the latest in Afro-beats.
Khrisjoy MFW Drop Fashionable
We danced and got up close with the new name in avant garde puffer jackets. The f fashion-forward Italian brand signals a new course in streetwear and signature cool puffers. KHRISJOY’s fall-winter 2024 collection celebrates a transformative journey deeply rooted in the elemental power of fire, symbolizing the brand’s dynamic ever-evolving philosophy.
Creative Director Marzia Bellotti infuses the iconic puffer jackets with a newfound avant-garde spirit. With essential features with innovative materials like knit, denim, and tweed. The seasonal palette ignites with hues of ruby red, saffron, and brick orange, complemented by signature shades of white, black, and sage green, alongside an unexpected burst of bubblegum pink for a striking effect.
Positioned in the luxury range of the market and made in Italy, Khrisjoy has garnered a cult following with its Khris cocooning hooded puffer jacket. Akhtar said Marzia Bellotti, who established the brand in 2017 with Maurizio Purificato.
Statement-making prints transform outerwear into wearable art, with joyful brushstrokes and human motifs borrowed from iconic paintings. Mixed media pieces redefine the boundaries of puffer jackets, incorporating tweed, denim, and shearling for added texture and warmth, while silver coatings and lamination add a futuristic touch.
Khrisjoy Fashionable Puffer Jackets
From the enveloping Kris jacket to the rounded Corazon design and the versatile Hug style, each piece exudes an air of sophistication and individuality. KHRISJOY’s Free Hub platform continues to push creative boundaries with compelling designs, including laminated shearling overshirts and bubblegum pink knitted puffer jackets. The immersive showroom space, bathed in red light and adorned with life-size metal structures, serves as a fitting backdrop for the collection’s debut, reflecting the brand’s commitment to reinvention.
The brand is available at around 200 luxury boutiques worldwide. The main markets are Italy, Europe and South Korea. E-commerce is performing very well, doubling volumes, and North America is the best performer, representing now 40 per cent of global sales.
Distribution is entirely wholesale but stores are in the pipeline in the future. At the moment, pop-ups — in addition to word of mouth — are key in the strategy. Recent pop-ups were set up at Eli’Den Seoul at Lotte World, and in Japan at Hankyu Umeda in Osaka and Matsuzakaya Nagoya.
Women represent 80 per cent of the total.The Hug style with a zippered hoodie that can be adjusted as a cape, aviator jacket-style,is offered in a refined and statement-making black version boasting capitonnè quilting scattered in iridescent pearls. In its quest to telegraph unbridled joy, Khrisjoy’s Moon model is rendered in one-of-a-kinditerations, with multi-size and multicolor, double-faced sequins reproducing fireworks. The brand’s penchant for unexpected embellishments further echoes in models CorazonSparkly with double faced sequins in black,
silver and rainbow colors.
“There are a lot of technical brands at a much lower price point, but we are specialists while also a fashion brand, we have established our archives and we are resilient in the outerwear category,” Akhtar said.
After the pandemic, “it was shown that people are more interested in spending time and money in experiences, outdoor activities and traveling and we have a great opportunity to capitalize on the gorpcore trend in the high range of the market with a consistent message.”
I might have to trade in my other puffer jacket for a Khrisjoy. These pieces are like are and have little twist that we need in a puffer jacket. Like you can take the sleeves of and wear it as a vest.
What do you think hot or not? Khrisjoy is also looking at leveraging the Milan Cortina Winter Olympic Games in 2026.
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