MILAN — Spotted on street-style stars around the globe — including Vittoria Ceretti, Caroline Issa, Chiara Scelsi, Tamu McPherson and Candela Novembre — Khrisjoy padded jackets are stealing the spotlight in the urban outerwear arena.
First introduced as a capsule at the Milan luxury retailer Antonia, the Khrisjoy brand officially made its debut on the international market with a sales campaign in January 2018.
“The brand was born as my own personal fun project with no serious business plan or strategy involved,” said Khrisjoy founder Marzia Bellotti, who built her experience in different fashion areas, spanning from editing and styling to retail management, prior to establishing her label. “I had the idea of designing a puffer [that] could reflect my personal style.”
An eclectic spirit with an international background — she spent years in London and Madrid — Bellotti, who has a weakness for Eighties fashion, created Khris, a versatile puffer showing a cocooning silhouette rendered in a range of variations, making it perfect for being matched with both the most casual looks and more elegant outfits.
“For example, you can wear it ‘off-the-shoulder’ on a night attire,” said Bellotti, who at the time of the launch of the brand was seeing a gap in the down jackets market. “It’s really hard to find a puffer you can actually wear on different occasions.”
Defined by a touch of eccentricity — the color palette is bright and vibrant and each style comes embellished with logo drawstrings — Khrisjoy collections, which are entirely manufactured in Italy, are sold in about 190 stores worldwide. They include Joyce, I.T., Lane Crawford, Antonia, LuisaViaRoma, Boon the Shop, Hanwha Galleria, Isetan, Selfridges, Harvey Nichols, KaDeWe, Tsum, Aizel, Santa Eulalia, Artifacts, Galeries Lafayettes and Maxfield, among others.
Experimenting with materials and techniques, Bellotti introduced the use of sequins, fleece, feathers, leather fringes, organza layers and spray painting, which she employed to expand the offering of Khris, the brand’s best-selling style.
At the same time, with the fall 2019 collection, Bellotti launched a new design, a padded robe coat, also available in a dégradé version with pastel hues, and introduced the first men’s styles. Positioned in the luxury segment of the market, the brand’s collections retail from 1,280 euros to 1,700 euros.
Italy, Russia, China and South Korea are Khrisjoy’s main markets, followed by the U.S. and Japan. “For these two last countries, we are developing dedicated product strategies because of custom duties,” Bellotti said.