Halfboy, the Italian entry luxury brand established in 2019 by creative director Alice Moraschini, is partnering with Brussels-based concept store Smets for a monthlong takeover in November.
A pop-up installation and window display dedicated to the fall 2025 collection are bowing at the five-decade-old retailer alongside a co-branded capsule collection of statement outerwear pieces. They include a glossy leather bomber jacket with stand-up collar and leather short parka, as well as a reversible shearling and fluffy Mongolian sheepskin jacket in chocolate brown.
“Smets is the perfect stage to express the Halfboy universe — a space that celebrates individuality, design, and a curated approach to modern luxury. This partnership allows us to narrate our story not only through clothes, but through an immersive experience,” Moraschini said.
Marking the tie-up, Halfboy is also debuting its first design objects, a series of leather seating pieces which will dot the retailer’s sales floor on Rue de Namur.
Hinged on womenswear normcore with a twist, Halfboy’s post-streetwear garb has managed to carve out a niche following, and retail validation, in only a few seasons.
Halfboy pieces displayed at Smets.
Courtesy of Halfboy
Over time it has sealed distribution partnerships with a roster of premium retailers including Net-a-porter, Farfetch, Neiman Marcus, Joyce and Harvey Nichols Dubai. In September Halfboy inaugurated its first pop-up shop in South Korea inside the Boontheshop Gangnam department store, capitalizing on endorsements by talents including K-pop stars Jennie and Rosé from Blackpink and Karina from Aespa, as well as Squid Game actress Hoyeon Jung.
Overall, Halfboy counts about 50 stockists evenly spread across geographies.
