The renowned digital IP entertainment company IPX (previously known as Line Friends) has introduced its latest fashion endeavor. This time, it’s the “BT21 X FRAGMENT” collection. It is a joint venture with the street fashion icon Fujiwara Hiroshi’s brand, FRAGMENT. The collaboration marked its debut with an exclusive pop-up at The Hyundai Seoul.
The Essence of FRAGMENT and BT21’s New Fashion Statement
Dr. H! Let us bring the lightning to the world?️
— BT21 (@BT21_) November 22, 2023
When the BT21 x FRAGMENT lightning strikes your area,
Lucky you, you will discover your hidden sense and tastes.
We call this sense-awakening BT21 X FRAGMENT impact
: the 'Thunder Effect' pic.twitter.com/Gf3DXAGHPs
FRAGMENT, established by the globally recognized street fashion guru Fujiwara Hiroshi, is not just any design brand. Hiroshi, a multifaceted talent in design, production, and music, has made FRAGMENT a beloved name in fashion. Additionally, its signature lightning logo and intricate designs have garnered admiration and partnerships with high-end fashion brands worldwide.
Meanwhile, BT21, closely associated with the musical powerhouse BTS and the communication app Line, is taking a bold step with this collaboration. Breaking away from its usual adorable image, BT21 embraces a more mature, all-black style. This shift in aesthetic is aimed at captivating Generation Z, positioning BT21 as a fashionable and trendy icon.
A Natural Collaboration
Introducing our SUPER UNIVERSTAR⚡️: Powered by FRGMT, BT21 is newly charged #BT21FRGMT
— BT21 (@BT21_) July 24, 2023
Unveiling this year-end.#BT21 #BT21FRGMT #FRGMT #FRAGMENT #COLLABORATION #vote pic.twitter.com/fSRf7UiwHb
The fusion of BT21 and Hiroshi Fujiwara’s fragment design feels like an organic match. Both entities thrive on collaborations, with fragment design particularly known for its partnership-based creations. This collaboration, officially announced for November 2023, aligns well with Fujiwara’s design philosophy.
The collaboration sees a creative reinterpretation of the seven BTS Line Friends characters, each representing a BTS member. These characters transform, reflecting FRAGMENT’s distinctive style. As a result, here comes a collection of all-black plush dolls and figurines featuring colorful lightning bolt eyes – a nod to FRAGMENT’s iconic logo.
Unique Merchandise Offerings
This partnership goes beyond character redesigns. It introduces unique merchandise like all-black hoodies featuring co-branding of both BT21 and FRAGMENT. The highlight, however, is a $500 varsity jacket, potentially the most expensive BT21 item ever. This jacket symbolizes the blend of simplicity and luxury, a hallmark of Fujiwara’s design ethos.
While the collection might not be revolutionary in fashion, it holds significant appeal for BTS fans. It offers them a chance to own stylized merchandise representing their favorite band members. The collection reflects the shared philosophy of both brands: a love for subtle yet impactful branding.
BT21 x FRAGMENT Pop Stores
KOREA
- Online – KREAM (11.20 – 11.22)
- Offline – The Hyundai Seoul (11.30 – 12.13)
JAPAN
- Online – SNKRDUNK (12.01– 12.10)
- Offline – HYPE DROP Shinjuku (12.01 – 12.10)
TAIWAN
- Offline – Breez Nanshan 2F (12.02 – 12.17)
HONG KONG
- Offline – Harbour City (Level 2) (12.02 – 12.14)
USA
- Online (Pre-Order) – LINEFRIENDS US (11.29 5PM – 12.05 11:59PM PST)
Wrap-Up: A Fusion of Trailblazers
The BT21 and FRAGMENT collaboration not only represents a fusion of brands but also a meeting of trailblazers in their respective fields. Following BT21’s previous partnerships, like with Anti Social Social Club, this new collaboration with FRAGMENT stands out as particularly fitting, celebrating both brands’ innovative spirit.
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