Aneeth Arora speaks to Blur The Border:
BTB: How did the collaboration with G-SHOCK come about? Can you share a pivotal moment or connection that helped bring this partnership to life?
Aneeth: The collaboration came about organically when Sanrio approached us during Hello Kitty’s 50th anniversary, coinciding with péro’s 15th year. I had long felt aligned with Hello Kitty’s values of kindness and joy, something that struck me deeply after watching The Toys That Made Us during the lockdown. It felt like the universe brought us together, and ‘HELLO péro’ was born from this shared philosophy and timing.
BTB: From initial discussions to final execution, what was the overall timeline to create the pieces? What were the key stages or turning points in the process?
Aneeth: The péro x Hello Kitty collaboration spanned nearly two years, with a focused eight-month phase to develop over 100 designs. We began with research and concept building, aligning Hello Kitty’s playful charm with péro’s artisanal ethos. Key stages included finalizing color palettes, sampling, and perfecting details through embroidery and appliqué techniques. The collection’s debut at Lakmé Fashion Week 2024 was a major turning point, receiving immense love and recognition.
This success led to an exclusive exhibition, which drew an overwhelming response.
The momentum expanded into a travelling showcase across India, and internationally to Milan, Japan, and China. Each milestone marked the seamless blend of craftsmanship and Hello Kitty’s universal appeal.
BTB: Were there any unexpected learnings, whether about your own brand, your audience, or the collaboration process, that emerged during this partnership?
Aneeth: This collaboration taught us that our brand’s ethos of handcraft and storytelling aligns naturally with a global icon like Hello Kitty. We discovered how versatile our audience is embracing both subtle and playful designs and learned to navigate strict brand guidelines while staying true to our creative voice. Most importantly, it reinforced that a collaboration rooted in shared values can create an emotional connection far beyond the garments
BTB: If you were to approach this collaboration again, is there anything you would do differently, either creatively or operationally?
Aneeth: The péro x Hello Kitty collaboration was an incredibly seamless and joyful journey, but if we were to approach it again, we’d bring Hello Kitty’s world into the design cycle much earlier. This would give us more time to explore experimental craft techniques, like weaving or 3D surface textures, which we had to simplify due to tight timelines. The overwhelming response to our exhibitions, which started in India and grew into a travelling showcase across Milan, Japan, China, and beyond, showed us the impact of immersive storytelling. Next time, we’d integrate these interactive elements—installations, digital experiences, and playful narratives—from the start to push the creative and operational boundaries even further.
BTB: What guidance or insights would you share with emerging brands looking to engage in meaningful global collaborations?
Aneeth: For emerging brands, the key to meaningful global collaborations lies in staying authentic to your own ethos while finding a genuine alignment with your partner’s values. Don’t approach it as a marketing exercise, focus on creating something that tells a shared story. Invest time in research, understanding the collaborator’s world, and find ways to bring your unique craft or perspective to the table. When both brands connect emotionally and creatively, the result resonates far beyond the product.
