In a world where femininity was once seen as a concession, a compromise with strength and individuality, a refreshing revival is taking place. No longer limited by the shadow of societal expectations, girls are reclaiming their love for ribbons, bows, and the color pink, which just recently was considered childish and unserious. This is a new reality of self-expression, where femininity is not a sign of weakness, but rather a testament to empowerment and a riot of colors – both emotional and vibrant. So, if you seek to rediscover your inner child or are simply looking for clothing that reflects your unique sense of style, the British brand Kitri invites you to join in celebrating femininity, sunshine, and individuality. 

The Kitri brand was born from a fashion puzzle faced by its founder, Kim Heni. In one interview, Kim mentioned how, while diligently working in her early twenties, she was searching for clothing that would be suitable for everyday wear while also reflecting the principles she values in fashion – femininity, quality, and durability. It was important for the brand's founder to find a simple solution to the problem, without diving into the rabbit hole of online searches or the heavy luxury segment, which is not always suitable for casual outings with friends or casual business meetings. Disappointed by the lack of options that fit her budget and lifestyle, she took it upon herself to create something truly unique. This is how the story of Kitri began. The genesis of the brand's aesthetic is reflected in its very name – Kitri is the name of one of the heroines of Don Quixote. A playful and cheerful daughter of an innkeeper, she is always at the center of attention without making any special effort. With her refined grace and sunny energy, the heroine of the classical ballet perfectly conveys the brand's idea – radiant and simple with minimal effort. 

Looking at the bright lookbooks of Kitri, one quickly gets the impression that this is not just clothing; it is a nostalgic journey into the innocence and exuberance of youth, which beautifully combines with other basic items. Remembering the days of adoring pink shades, ballerinas, and princesses, Kitri pays homage to our inner child and the practicality of adult life. The return to stereotypically "girly" motifs has become one of the leading themes in fashion in recent years. A particular interest in the reinterpretation of femininity was, of course, the international success of the film "Barbie," which made it clear that bright shades in no way diminish intellect or independence, but rather add additional nuances to them. The "coquette" aesthetic has taken over social media and fashion runways, becoming a celebration of naive girlhood that was previously condemned by the "serious adult" society. This aesthetic represents a refreshing departure from traditional notions of femininity, offering a playful rethinking of stereotypical symbols that empower. Lavishly using ruffles, lace, bows, and ribbons, it celebrates the beauty of femininity without equating it to conservative ideals. This aesthetic invites women to indulge in their love for all things beautiful and delicate, from lace to pom-poms, without sacrificing their individuality. The "coquette" style employs light colors and soft textures, rejecting the notion that femininity must be muted or restrained. On the contrary, it revels in the fact that femininity manifests on its own terms. Thus, the flirtation of the new femininity turns the clock back a little and allows people to add hedonistic joy even in the most mundane outings to the store.

The principle that is truly fundamental for Kitri is the pursuit of individuality. Each design is carefully created in limited quantities, so wearing Kitri means never becoming a victim of the "same dress" scenario at any party. This confirms the brand's desire to offer classic yet playful models that stand the test of time. The brand focuses on selecting quality fabrics that will last for years, while finding a balance between contemporary fashion trends and timeless prints. 

The SS24 collection, based on the idea of preserving fleeting sunny freshness, embodies an approach to clothing as applied art that can always be with you. Imagine yourself adorned with floral motifs in the style of Henri Matisse, where each garment resembles a living abstract painting of the Impressionists, seamlessly transitioning into the body. The heart of Kitri's spring-summer collection beats with energy akin to the brushstrokes of a master painter. Floral motifs dance on dresses, summer suits, and light coats, filling each piece with a sense of lightness and elegance. Inspired by the timeless charm of the 60s, the color palette sings with bright, saturated shades, transporting you to a sun-drenched garden in the height of sunny May.

At the heart of the collection lies versatility intertwined with elegance. From floral dresses to tailored suits that can be dressed up and worn with basic accessories from your capsule wardrobe, each piece exudes effortless chic. Whether you're strolling through city streets or relaxing at a café on the terrace, the playful motifs and artistic prints of Kitri will help you stand out with a flirtatious sophistication. Indulge yourself in the whimsical wonders of Kitri's SS24 collection, where each item is a stroke of elegance and a drop of joy on the canvas of your wardrobe.

The new KITRI collection is already at Ogonek Shop