From Jessie's "love of colour", eco-friendly fabrics and even sharing a birthday with our founder Haeni (Libra gang, we see you!), our very first collaboration was almost literally written in the stars...
Say hello to our very first capsule collection with bonafide street style star Jessie Bush (AKA @wethepeoplestyle)
From vibrant spring knits to hero dresses and prints, make room for new favourites to wear now and love forever. We spoke to Jessie and our Founder, Haeni, about the journey behind the collection...
How did the collaboration come about?
Jessie — I’ve worked with KITRI in the past and it’s always been a joy to collaborate with their enthusiastic, tight-knit team. We’re definitely aligned in our creative approach and love of colour. During the first lockdown, we were all obviously encouraged to work from home, which led to my husband and I shooting KITRI’s SS20 collection at our house in East London; from there, together we discussed the idea of potentially collaborating on a capsule collection at some point. So, when Haeni called me a few short weeks later and suggested we make it happen, it was an easy decision!
Haeni — We love Jessie's sense of style and felt that she perfectly matched ours – colourful, playful and feminine. Jessie is so easy-going and fun, we had a great time working with her and Sam on our summer collection shoot in 2020 so I thought it would be a perfect match to actually collaborate with her on designing a capsule collection together - and here we are!
This collaboration is a first for you both, how did you find the working process?
Jessie — From the very outset, Haeni and the KITRI team have been incredibly receptive to all of my ideas - it’s definitely been a collaboration in the truest sense. They’ve allowed me to be my usual opinionated yet indecisive self (not an ideal mix!), helping me bring my ideas to life.
Haeni — We work very collaboratively as a team here at KITRI so working with Jessie came naturally to all of us – the more fun, creative people involved the better! We started the project by looking at what Jessie enjoys wearing the most and what she loves about certain items in her wardrobe. We then found the common denominators with our brand DNA and took it from there.
Jessie has been involved from the moodboard all the way to fittings and photography, and that’s exactly how we wanted the collaboration to be. We were both very clear from the beginning that it would be a true collaboration. It was very fun to go back and forth on ideas and making decisions together. Fun fact – Jessie and I share the same birthday and being Libras apparently mean that we’re both creative but indecisive so it’s a miracle we managed to make any decisions! I’m so happy with the final collection and can’t wait for everyone to see it.
Tell us a bit about the collection...
Jessie — The collection is very much a reflection of my own sense of style, entwined with the KITRI aesthetic. I’ve always been a big dress wearer - I love that one piece can be an entire outfit - and obviously KITRI are known for their dresses, so there’s plenty of those to go around.
Since so much of 2020 was spent in track pants, I wanted the collection to be as comfortable as possible (without actually being an entire capsule of loungewear!). So, there’s lots of cosy knits, a comfy ribbed dress, elasticated waistbands and billowing dresses; for me, comfort and quality were most important. The idea behind this capsule collection is that all of the pieces should feel special, should easily slot into your existing wardrobe and always make you feel good. Like the equivalent of a good hair day.
Which are your personal favourite items from the collection?
Jessie — If I have to choose; I have two favourites, and for entirely different reasons. The Sam trench because it’s a true classic with the perfect silhouette, and the Joni dress for its vintage, almost Victorian feel - complete with
a belted waist and high collar. I’ll be wearing it with heavy tread boots for now, and then black scrappy sandals come spring.
Haeni — I’m very excited to finally launch some of my favourite categories with this collection - in particular the Sam trench coat - a slight departure from what we’re known for, but I still very KITRI. There are plenty of feminine and playful elements in this collection, but translated in a more casual and relaxed way. There is also the Jessie dress – a pink floral dress made from 100% recycled fabric, which I’m sure our customers will love!
The KITRI x Jessie Bush collection drops on Sunday 31st January.