MELLOW YELLOW: The Minions — the yellow, amoeba-like creatures who appeared in the “Despicable Me” films — are having a fashion moment. To mark the release of the film “Minions” — a prequel set to hit screens in late June in the U.K. — Illumination Entertainment, which produces the films, and Universal Partnerships & Licensing have teamed to launch a capsule clothing and accessories collection with a raft of designers.
London-based labels including Rupert Sanderson, Giles Deacon, Piers Atkinson, Tatty Devine and Criminal Damage along with SJYP, a new denim label based in South Korea, have created whimsical designs for the lineup, called the Minions Bello Yellow Collection (as “bello” means “hello” in the Minions’ language). Among the pieces are a Rupert Sanderson high-heel Malory pump printed with a Minions print; Piers Atkinson hats, including a mini bowler hat and a beanie with a Minion character pom-pom; SJYP sweat shirts and jeans appliqued with images of Minions; and Giles Deacon shift dresses and T-shirts embellished and printed with Minion motifs. Deacon noted that his pieces are inspired by “London in the swinging Sixties,” as the film is partly set in Sixties London and New York, charting the Minions’ journey through time to serve the villainous Scarlet Overkill, who’s voiced by Sandra Bullock.
Jamie Stevens, executive vice president, global retail development Universal Partnerships & Licensing, said that the designs have been created as “a collection of fashion-forward pieces that will appeal to the brand’s young adult and adult fans.” “We took inspiration from the London setting of the…film and partnered with several U.K. designers we felt could accurately translate the sweet and subversive personality of the Minions to fashion.”
The line launches exclusively at Selfridges in London and Manchester June 11, following the film’s London premiere, then will roll out globally from July, to stores starting with Colette in Paris. Prices for the collections are expected to start at 30 pounds, or $45, for a Tatty Devine necklace and run through to 540 pounds, or $800, for a Rupert Sanderson shoe.