Words by Nicole Thomsen
February 23rd, 2018
Described as a small team of creatives based in London, Kitri is the contemporary fashion brand making premium clothing affordable. Launched just last year, the online-only label creates well-made classics with a twist; the simple white shirt is reinvented with cocoon sleeves, cuffs are oversized, shoulder details are cut out.
Named after the heroine in Don Quixote — a character which founder and Creative Director Haeni Kim holds dear to her as a former ballerina —, Kitri came about as a result of Kim’s frustration at the lack of design-led high-quality clothing on the high street.
Inspired to fill this gap in the market, Kim set out to make affordable clothing that was “classic but playful to suit the many (and sometimes crazy!) demands of modern women.” The result is a weekly updated collection of distinctive pieces that sit just as easily in the thirty-something professional’s wardrobe as they do in a trend-driven millennial’s — it all depends on how you style it. Take the bestselling Odile red wrap dress (above). When worn with a pair of courts or ballet pumps it’s perfect for the office but layer it over a T-shirt and jeans and it becomes your go-to weekend look.
With prices starting at €63, the brand’s accessible price point aligns Kitri alongside the likes of Finery London and Topshop’s Boutique line, but with a point of difference; unlike the vast majority of high street labels, each design is made in limited quantities and not mass produced. Arguably one of Kitri’s bigger selling points though is that the brand does not scrimp on quality in order to produce these pieces at a lower cost. Kitri’s direct-to-consumer model means the middle man is cut out, plus the extra costs that come with that (which pump up the price of other mid-market labels), resulting in premium quality clothing at the best possible prices.
Despite Kitri being relatively under the radar, it’s already made a name for itself among the Instagram set as a go-to for versatile and standout pieces. Journalist Pandora Sykes wore the eye-catching Sarah dress with its playful arm sash, fashion director Caroline Issa was seen at London Fashion Week wearing the Amandine tailored jumpsuit, while fashion blogger Christie Tyler shared a picture of herself in the golden-hued Isadora silk midi dress just last week, confirming Kitri as a label to watch.
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