THE EYE-CATCHING KHRISJOY PRESENTATION
Founded in 2017, Khrisjoy is a fledgling brand masterminded by fashion aficionado Marzia Bellotti, who chose a key winter staple – the down-filled puffer jacket – to introduce her new project.
Fusing her experience, know-how and eclectic personal style, she turned the puffer jacket into a luxury hero piece with an urban edge and street vibe to wear liberally over anything, from denim to sequins. Versatile and entirely crafted in Italy with certified materials, the jackets are characterized by roomy shapes, high-fashion details and innovative textures in a kaleidoscope of colors.
“Fashion should be playful and fun, a way to show your personality without being too serious. My idea was to create a jacket to keep you warm even at harsh temperatures, but also eclectic and versatile with a precise identity,” says Bellotti.
Khrisjoy’s ability to think out of the box also trickles down to the original and eye-catching installations created to present the new collections or as pop-up displays in key boutiques worldwide.
For the upcoming F/W 2019-20 season, presented at Riccardo Grassi showroom in Milan, the setting recreates an urban shopping context with the new jackets unveiled behind graffiti sprayed store shutters. The best-selling Khris jacket comes in new materials, including a furry teddy version, one where the initials KJ are spray painted on the back and denim/nylon combos.
Joy, instead, is a new model, light and warm with a comfortable hood to brave the freezing temperatures while for early fall, the cropped bolero-like style is the perfect warmer on cooler days. In general, the bestselling key model is called Khris and consists of a fitted yet cocoon-like hooded jacket featuring Eighties-inspired chunky matte nickel zips that oozes an easy, laid back vibe inspired by the club scene. Available with or without quilting, the disco element is further evidenced by the long drawstrings around the neck and waist.
Another Fall novelty is the first men’s collection defined by loosely fitted models in high-shine finishes that nod to the Eighties.