On March 28, the French-Japanese lifestyle brand Maison Kitsuné launched its Spring 2024 collection with a campaign starring international style icon Jennie Kim. Titled Baby Fox, the new release welcomes the spring season with a blend of pastel colors and timeless designs.

Photo courtesy of Maison Kitsuné. Photography by Jongha Park.

The Baby Fox Collection

Maison Kitsuné drew inspiration from global superstar Jennie and her style identity for its new collection. Over her years in the music industry, Jennie mastered the art of balancing performance streetwear with runway couture. Now, the multihyphenate talent is one of fashion’s leading influences.

Jennie’s impact is felt in the collection’s intersection of softness and structure. The Baby Fox collection combines softer features with Maison Kitsuné’s characteristic tailoring. Classic silhouettes are brought to life in a selection of light shades, including lilac, baby pink, lime green, and tangerine. Wearable textiles, such as jersey and knitwear, elevate the collection’s refined comfort, expressed in sleek half-zip sweatshirts and cardigans. 

Photo courtesy of Maison Kitsuné. Photography by Jongha Park.

In addition to a wide range of clothing pieces, the Baby Fox collection introduces a series of accessories. Maison Kitsuné’s instantly recognizable emblem, the collection’s namesake, takes center stage on the collection’s Tobacco and Lime Green belts. The collection’s line of  Cloud accessories, including the minimalistic Cloud Trousse Bag, cardholders, zipped wallets, and coin purses, features a playful embossed fox motif and epitomizes functional fashion.

Photo courtesy of Maison Kitsuné. Photography by Jongha Park.

Maison Kitsuné 

ICYMI, Maison Kitsuné is a Tokyo-meets-Paris lifestyle brand created by Gildas Loaëc (a former artistic director for Daft Punk) and Masaya Kuroki. The Kitsuné brand operates across fashion, music, and hospitality with a fashion brand, a record label and several restaurants, cafés, and bars worldwide. 

Maison Kitsuné’s Spring campaign featuring pop star Jennie Kim is the latest addition to the brand’s stocked resumé. The Parisian label boasts a portfolio of cross-industry partnerships with renowned powerhouses such as tech giant Samsung, chocolatier Pierre Marcolini and NBA. Previous campaigns have featured rising Belgian stars Pierre de Maere and LOMIJOH.

Maison Kitsuné’s Baby Fox collection is now available online at maisonkitsune.com.

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