Expect long lines, and perhaps a stampede, at Uniqlo stores around the world on Friday as the Japanese company debuts a capsule collection with K-pop supergroup BTS.
Called BT21, the range features a series of T-shirts printed with emoji-like characters designed by the seven members of the band. Each T-shirt is priced at US$14.90 (S$20.40).
The band members came up with eight cute characters, including Cooky, a "pinkish tough bunny", and Chimmy, a yellow puppy, each inspired by their own personalities.
Earlier this month, Uniqlo's collaboration with American graffiti artist Kaws sent Chinese customers into a frenzy as they mobbed Uniqlo stores in China to get their hands on the coveted T-shirts.
Uniqlo is not new to collaborations. From high-end designers such as JW Anderson and Christophe Lemaire to fashion insiders such as Carine Roitfeld and Inès de la Fressange, the company has followed in the footsteps of high-street retailers such as H&M, which pioneered the high-low collaboration model with late Chanel designer Karl Lagerfeld almost two decades ago.
This is the first time that Uniqlo has teamed up with a K-pop act and this is also a first for BTS, whose members tend to wear luxury labels such as Saint Laurent, Gucci and Dior, both on stage and off duty.
This article was first published in South China Morning Post.