LONDON — Miss Sixty, the Italian fashion brand now part of the Guangzhou-based Trendy International Group, on Thursday revealed a collaboration with the emerging London fashion label Knwls.
Alexandre Arsenault and Charlotte Knowles, cofounders of Knwls, tapped into Miss Sixty’s sexy and playful heritage and gave it an of-the-moment, trendy shape-up, in a bid to appeal to today’s girls on TikTok.
Key pieces in the capsule include skintight leather separates, cropped denim jackets with spliced hems, ultra-low-rise jeans, pleated miniskirts, scoop-neck leather jackets, a boxy shearling coat with pom-poms, and slouchy leather bags with cat-shaped charms.
A campaign image for the Knwls x Miss Sixty collaboration.
Courtesy
Terry Xu, creative director of Miss Sixty, said Knwls has been on his radar for a while since he grew up in London and also attended the duo’s alma mater, Central Saint Martins.
“They’re one of the most defining young voices in the city right now, so it’s impossible to miss them within London’s fashion landscape,” added Xu, whose father, Jacky Xu, founded what later became Trendy International Group in 1999 alongside his mother, Shanhu Li.
The group is one of China‘s most prominent fashion retailers, running more than 1,000 stores under six brands that also include Ochirly, Five Plus, Coven Garden, Trendiano and Denham.
A campaign image for the Knwls x Miss Sixty collaboration.
Courtesy
Xu said the conversation about teaming up with Knwls started around October 2024, after he started digging through the Miss Sixty archives to search for the right creative direction.
“Miss Sixty remains committed to the same mission it has always had: being a trailblazer in women’s denim. Knwls opens the door to a new type of audience, particularly within music and pop culture, much like Miss Sixty did in the 2000s,” Xu added.
He said the collaboration panned out just the way he wanted, and it represents a new form of global synergy, achieving a balance between Knwls’ creative vision, the brand’s international design and retail structure spanning across Paris and Milan, and extensive manufacturing and sourcing capabilities from China.
Xu’s personal favorites in the range include the leather and fur jacket, the double-denim set, the denim puffer with the matching skirt, the hooded knit top, and the adorable cat key chain, tapping into luxury’s recent obsession with charms and plush toys.
A campaign image for the Knwls x Miss Sixty collaboration.
The range is accompanied by a campaign shot by Marili Andre, starring model Alana Champion. Done with a purposeful camp fashion, she posed in front of virtual landscapes reminiscent of computer screensavers from the early 2000s.
To celebrate the launch, the duo will embark on a global tour beginning in Seoul. On Nov. 27 and 28, concept store Opener in the South Korean capital will host an event for the local fashion community, as well as an in-store conversation with Arsenault and Knowles.
The designers will fly to Tokyo next week for a cocktail reception and private dinner at Nubian, a trailblazing fashion retailer located in the heart of Shibuya, Tokyo.
On Dec. 9, the brand will take over the Dalston-based concept store LN-CC in London for an evening event, before concluding the launch activation at multibrand player H. Lorenzo’s West Hollywood flagship in Los Angeles on a later date.
A campaign image for the Knwls x Miss Sixty collaboration.
As of 2025, Miss Sixty operates more than 100 stores worldwide, with revenue split half and half online and offline. Trendy International acquired Miss Sixty in 2012.
Xu said the label’s biggest growth focus remains China, which is still the brand’s strongest market. In the meantime, all of the brand-related activities, from collaborations to retail experiences, are aimed at expanding Miss Sixty’s presence in international markets.
Prior to a tie-up with Knwls, the brand last year released a capsule with fellow London-based brand Mowalola and hosted a launch party with H. Lorenzo.
