After months of buildup, the highly anticipated Joy Rich x Betty Boop FW '13 collection recently launched on August 9. Described as 'a unique and iconic collection, bringing back the feminine fatale legend in a new era,' the 19-piece line utilizes a combination of bright colors, bold lettering, and Betty Boop's distinct features on an array of tops, bottoms, and accessories. Since street wear brand Joy Rich aimed to 'modernize the powerful and sensual 1940′s American icon by embracing her bold features as eclectic prints,' the amazing campaign kept with the 40's theme, featuring a model styled with red lips, a distinct mole, and an iconic bouffant hairstyle in an all-American diner.
“We decided to pursue a collaboration with the iconic Betty Boop to further embrace the colorful and fun aesthetic of Joyrich with a vintage flare," Joyrich creative director David Melgar told WWD. "We incorporated the classic cartoon character into new streetwear styles to create a blend of classic iconography with a modern fit.”