From the depths of Bikini Bottom to the runways of Indonesia, Nickelodeon unveiled the SpongeBob Gold fashion collection at the Plaza Indonesia Men’s Fashion Week 2017 on September 26. This is the first time that SpongeBob Gold made a fashion runway appearance in Asia, and through a collaboration with rising designer, Tities Sapoetra. Sporting a new golden hue, SpongeBob is at the heart of Tities’ prêt-à-porter SpongeBob Gold collection that showed Tities’ signature brand of fashion that is fun and modern.
In a nod to SpongeBob’s cheeky style, Tities interpreted the essence of SpongeBob Gold in a 32-look urban collection that combined print and pattern. Comprising both male and female looks, it also wove in a color palette that transitioned SpongeBob from the bright colors of the ocean to the glittery lights of the city. The outfits reflected the influence of design cultures in Indonesia – a blend of traditional crafts and global fashion trends – and showed SpongeBob with a twist, and that everyone’s favorite sponge could be a part of daily lives through fashion.
Claire O’Connor, Vice President of Consumer Products and Retail Marketing, APAC, Viacom International Media Networks, said, “The pairing of a well-loved character and a classic timeless color, into the concept of SpongeBob Gold, is a mark of how endearing and enduring this global icon is. In particular, this fashion partnership shows SpongeBob’s relevance and how he appeals to audiences of all ages, and across product categories, as he never fails to surprise and delight.”
As part of the SpongeBob Gold campaign in Indonesia, seven popular fashion influencers walked the designer’s runway and brought a fresh and amplified perspective to the fashion show. With a combined reach of over 1.4M, the influencers were Anastasia Siantar, Patricia Devina, Ana Octarina, Cindy Karmoko, Jovi Adhiguna, Sonia Eryka and Alika Islamadina.
This fashion collaboration is part of the SpongeBob Gold international campaign from Nickelodeon and marks the latest iteration of the concept this year. To-date, SpongeBob Gold fashion activations have been introduced in the United Kingdom (London), Brazil, Mexico, Colombia, and now Indonesia. Nickelodeon is celebrating everything that makes SpongeBob one of the most iconic animated characters in the world: his humor, optimism, and heart of gold. In Indonesia, the campaign featured teasers on social media and will include another fashion show at the Ciputra World Fashion Week 2017 in Surabaya, and culminate in a SpongeBob Gold photo exhibition in October.