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Fashion Futures: Building a cult brand with KITRI founder Haeni Kim

Bold, elegant and playful, just like the spirit of the brand's namesake, KITRI creates colourful clothes in lively prints and strong silhouettes that don't break the bank. Now available to shop in Fenwick stores and online, we visit the East London studio to speak to its founder Haeni Kim.

Despite no formal design training, Haeni immersed herself in the world of fashion in her early twenties. She focused on getting as broad of an experience in the fashion industry as possible—everything from design, marketing, merchandising, finance and production. Having gained confidence in the expanding sector of e-commerce, she set about finding a way in which to combine her interests. Her love of the arts, knowledge of the luxury sector, and experience in high-street fashion led her to found KITRI.

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Haeni Kim founded the contemporary womenswear label in 2017. Catering to women who felt lost in the abyss between Primark and Prada, KITRI was born from the frustration of not being able to find hard-working, well-made hero pieces with an affordable price tag.

The mid-market label, which has a successful sell-out collaboration with content creator Jessie Bush, often struggles to keep specific dresses in stock. Hitting the sweet spot between high street and high-end, KITRI is the go-to for wearable, fashion-forward and timeless fashion styles that are on trend but are designed to be worn repeatedly.

The direct-to-consumer brand cuts through the noise in a way that no fashion insider can deny. And, if its five-figure waiting lists aren't proof enough, its famous fanbase includes Candice Brathwaite, Zeena Shah and Jessie Bush, to name a few.

Mastering eye-catching styles you can wear now and love forever, KITRI is committed to joining the conversation around sustainability within fashion. A small team of creatives designs monthly collections, or 'drops' in strictly limited quantities offering a fresh fashion collection every month without overproducing and contributing to waste. Its limited quantities ensure you avoid bumping into the same outfit on the street. Win, win.

KITRI continues to grow at a pace, with 2022 marking the brand's 5th birthday. Worn by Editors, influencers and Hollywood starlets, in a short time, the brand has become a trusted source of new clothing for industry and consumers alike. We can't wait to see what Haeni and her team do next for the KITRI girls around the world.