"Jennie's Appearance"... Maison Kitsun? Unveils New Collection Featuring 'Baby Fox'

Fresh Pastel Colors and Casual Silhouettes
Garosugil 'Baby Fox' Pop-up Store Operation

Maison Kitsun?, a French lifestyle brand operated by Samsung C&T Fashion Division, announced on the 29th that it will newly launch the 'Baby Fox' collection.

Maison Kitsun? is a first-generation new luxury brand that debuted in Korea in 2018. It gained popularity among the MZ (Millennial + Gen Z) generation by utilizing various fox symbols. Maison Kitsun? recently judged that demand for new luxury brands continues as new luxury brands are steadily entering the domestic market, and thus created a new collection.

Baby Fox is a brand that highlights a feminine style. With fresh pastel colors and casual silhouettes, it creates a positive and bright atmosphere that fits well with the spring season. This collection collaborates with global artist ‘Jennie (JENNIE)’. Jennie participated as the creative muse for the Baby Fox collection.

The logo was also newly designed. It features a fox with fluffy fur and a well-balanced body shape. The colors are prepared in pink, red, blue, beige, gray, and black.

The main products include shirts, cardigans, sweatshirts (crewnecks), dresses, skirts, and jogger shorts using blue, blossom (pink tones), and lemon colors. A ‘Cloud Bag’ made of soft leather with a fluffy cloud-like shape is also introduced. It is produced in colors such as lilac (light purple), lime, and green.

To commemorate the launch of the Baby Fox collection, a pop-up store will be operated in Garosugil. From the entrance to the plaza in front of the store, the space is decorated with lilac-colored Baby Fox motifs, and a carpet so abundant it could be considered a flower garden was laid.

Jung Hye-rim, team leader of Maison Kitsun?, said, “Despite the economic downturn, customer engagement with new luxury brands is increasing, and new brands are continuously entering the domestic market.” She added, “As a leading first-generation new luxury brand, Maison Kitsun? will reinvent itself as a brand desired by young consumers through various collaborations and new collections.”