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KITRI: the flirtatiousness of the new femininity
In a world where femininity was once seen as a concession, a compromise with strength and individuality, there is a refreshing resurgence. No longer confined by the shadow of societal expectations, girls are reclaiming their love for ribbons, bows, and the color pink, which until recently was seen as childish and frivolous. This is a new reality of self-expression, where femininity is not a sign of weakness, but rather a sign of empowerment and a riot of colors – emotional and colorful. So whether you’re looking to rediscover your inner child or simply looking for clothes that reflect your unique sense of style, British brand Kitri invites you to join in celebrating femininity, sunshine, and individuality.
The Kitri brand was born from a fashion conundrum faced by its founder, Kim Haney. In an interview, Kim recalled how, while working hard in her twenties, she was looking for clothes that would fit every day, while at the same time 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 going down the rabbit hole of online searches or the heavy luxury segment, which is not always suitable for everyday outings with friends or a casual business meeting. Frustrated by the lack of options that would fit her budget and lifestyle, she took on the mission to create something truly unique. And that’s how Kitri’s story began. The genesis of the brand’s aesthetic can be seen from the name itself – Kitri is the name of one of the heroines of Don Quixote. The playful and cheerful daughter of an innkeeper, she is always the center of attention without making any special effort. With her refined grace and sunny energy, the heroine of classical ballet perfectly conveys the idea of the brand – radiantly and simply with a minimum of effort.
Looking at Kitri's bright lookbooks, one quickly gets the impression that this is not just clothing, it is a nostalgic journey into the innocence and exuberance of youth, which at the same time goes well with other basic things. Recalling the days of adoring pink shades, ballerinas and princesses, Kitri serves as a tribute to our inner child and the practicality of adult life. The return to stereotypically "girly" motifs has become one of the leading motifs in fashion in recent years. Of particular interest in the reinterpretation of the concept of femininity was, of course, the international success of the film "Barbie", which made it clear that bright shades in no way take away intelligence, independence, but only add additional shades to them. The "coquette" aesthetic has flooded social networks and fashion catwalks, becoming a celebration of naive girlhood, which was previously condemned by "serious adult" society. This aesthetic represents a refreshing departure from traditional notions of femininity, offering a playful and empowering reinterpretation of stereotypical symbols. With its generous use of ruffles, lace, bows and ribbons, it celebrates the beauty of femininity without equating it with conservative ideals. This aesthetic invites women to indulge their love of all things beautiful and delicate, from lace to pompoms, without sacrificing their individuality. The “coquette” style uses light colors and soft textures, rejecting the idea that femininity has to be muted or restrained. Instead, it celebrates femininity on its own terms. So the coquetry of the new femininity turns back the clock a little and allows people to add hedonistic joy to even the most ordinary of shopping trips.
The principle that is truly fundamental for Kitri is the pursuit of individuality. Each style is carefully created in limited quantities, so wearing Kitri means never falling victim to 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 modern fashion trends and timeless prints.
The SS24 collection, based on the idea of preserving the fleeting freshness of the sun, embodies the approach to clothing as an applied art that can always be with you. Imagine yourself adorned with floral motifs in the style of Henri Matisse, where each item of clothing looks like a revived abstract impressionist painting that smoothly transitions into the body. The heart of the Kitri spring-summer collection beats with energy similar to the strokes of a master painter's brush. Floral motifs dance on dresses, summer suits and light coats, filling each item with a feeling 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 midst of sunny May.
