Strawberry Shortcake Parades for the First Time at Fashion Weekend

Yesterday (19/03), Strawberry Shortcake brand debuted on the catwalks of Fashion Weekend Kids. The inspiration was the delightful world of Strawberry Shortcake divided into families: peasant girl, Princess, ballerina, beyond the line “Mini Me”, with modern pieces for mothers and daughters.

The colors followed the mood Strawberry Shortcake, in shades of rose, pink, red, baby blue, white and black. Of the pictures appeared strawberries with tonal stripes and degrades P & B contrasting with the vichy chess. Delicate gems and stamping with faux snow also make up the looks. Highlighting the organza applique, embroidered in 3D, and precious stones, which appeared in flare pants, dresses and blouses.

Waist dresses marked with tulle in different styles and colors that come with midi length. Sweatshirts with metallic lurex and matelasse make the look inspired by street style.

Among the accessories, mittens and hat with hair of Strawberry Shortcake has arrived to the redesigned – hyper cool. The moment revival of the parade happened with vintage Strawberry Shortcake doll’s entry, which will be relaunched by the star to celebrate the 80 years of the brand during the fair ABRIN.

The pieces were developed especially for the event, by stylist Daniel Ueda, announcing the new partnership with the Lunelli group, responsible for the manufacture of the brand.

About Strawberry Shortcake

The character Strawberry Shortcake was created 36 years ago and is still the leader in revenue generation within the portfolio of the Exim Brazil for the female audience. The company has been working the brand throughout Latin America for more than 15 years and Brazil is the country leader in generating results for several years on world level. Strawberry Shortcake brand is present between the three most recognized brands in the market with this target, reaching not only children but also their mothers.

About Exim
The Exim Brazil, leading company in marketing and licensing in Brazil, operates more than 30 years in the market representing, in the area of consumer products, leading companies in their segments, as well as in the generation of content and building brands among them:Iconix brand Group specifically for the Strawberry Shortcake, eOne (Peppa Pig, PJ Masks and Ben & Holly), Universal Pictures (My Favorite/Evil Minions, fast and furious, Pets, Pica Pau and Jurassic World), General Motors (Camaro and Corvette), Romero Britto, Blizzard ( World of Warcraft, Overwatch, Hearthstone) and the famous and worldwide recognized icons of the digital universe: Emoji.

In addition to the Licensing Division, the company also operates in the segment of entertainment through the production of children’s shows and live events, developing the business in its various stages of production, from script to casting, set design and costumes, music and soundtrack Sonora, post-production, marketing and display.

About Iconix
The Iconix Brand Group, Inc. owns, licenses and markets a growing portfolio of consumer brands including CANDIE’s ®, BONGO ®, JOE BOXER ®, RAMPAGE ®, MUDD ®, MOSSIMO ®, LONDON FOG ®, OCEAN PACIFIC ®, DANSKIN ®, ROCAWEAR ®, CANNON ®, ROYAL VELVET, FIELDCREST ® ®, CHARISMA ®, STARTER ®, WAVERLY ®, ZOO YORK ®, UMBRO ®, LEE COOPER ®, ECKO UNLTD., MARC ECKO ® and STRAWBERRY SHORTCAKE ®. In addition, Iconix has participation in the ARTFUL DODGER ® brands, MATERIAL GIRL ®, PEANUTS ®, ED HARDY ®, TRUTH OR DARE ®, NICK GRAHAM ® and PONY ®. The company licenses its brands to a network of leading retailers and manufacturers present in all important segments of retail distribution, the luxury market to the mass market in the U.S. and other countries. Internal departments business development, merchandising, advertising and public relations, the Iconix manages its brands to promote increased knowledge and the value of each one of them to consumers.