Kitri’s New Collection Is The Feel-Good Fashion Fix We All Need, So No Wonder There’s A Waiting List

If you've swerved making any New Year resolutions, we 100% back you in that decision. If, however, you are tempted to make one, how about no more track pants? Sure, that might sound like an unnecessary act of sartorial self-flagellation, but no one’s telling you to ditch comfort altogether. Rather, have fun with clothes and embrace the joy of making (a bit of ) an effort again.

If you’ve forgotten what that looks like, then it’s time to get acquainted with Kitri, the brand that’slaunched many a waiting listwith its playful, easy-to-wear dresses. Unsurprisingly for a collection dreamed up and designed in lockdown, the brand’s new collaboration with the influencer Jessie Bush (her account @wethepeoplestyle has over half a million followers) ushers in the new low-effort, high-impact mood set to sweep our 2021 wardrobes.

Bush and Kitri founder Haeni Kim struck up a friendship after Jessie modelled the brand’s summer 2020 collection at home during lockdown. From there, they decided to collaborate on a capsule, which was conceived and developed over Zoom and which will look as good on patchy Wi-Fi as it will in the ‘real’ world. ‘Haeni allowed me to be my opinionated yet indecisive self (not an ideal mix!), helping me bring my ideas to life,’ says Bush. ‘The collection is a reflection of my own sense of style, entwined with the Kitri aesthetic.’

Comfort was a big consideration. ‘During the first lockdown, we were all thrown into working from home all of a sudden, which led to a lot of our customers wanting to find something comfortable but presentable to wear for the endless Zoom calls,’ says Kim. ‘This capsule collection signals an evolution for Kitri in a way, including more casual and relaxed pieces to accommodate our customers’ ever-changing needs. I love the pink floral Jessie dress, made from 100% recycled fabric with a frilled collar and deep pleated skirt’.

Bush echoes the sentiment: ‘I wanted the collection to be as comfortable as possible, without being an entire capsule of loungewear! So, there are lots of cosy knits, a comfy ribbed dress, elasticated waistbands and billowing dresses. The idea behind this capsule collection is that all of the pieces should feel special, should easily slot into your existing wardrobe and always make you feel great. Like the equivalent of a good hair day.’

And, yes, there’s even a hot pink organic cotton tracksuit – but half the fun of making resolutions is breaking them.

When does Kitri x Jessie Bush go on sale?

Kitri x Jessie Bush is available from January 31 but a waiting list for key pieces is open now here.