Student design challenge sparks creative re-imagining of Dick Brunaâ€™s classic characterÂ
82 design and fashion students in five countries across three continents have each created an outfit for a 3D Miffy doll in a global challenge to mark this yearâ€™s 65th anniversary of Dick Brunaâ€™s classic bunny.
10 winners of the Miffy Fashion Design Challenge have now been chosen, two each from the participating countries: Italy, UK, Netherlands, Hong Kong and Mexico.
The winning creations will form the â€˜Miffy Fashion Design Collectionâ€™, a signature range of exclusive soft dolls 33cm in height.
A limited edition of the Collection is now being manufactured by Dutch soft toy company, International Bon Ton Toys, to be sold via high end retailers worldwide and online from autumn/winter 2020.
The 82 students who entered the challenge responded to the brief â€“ which included requirements for simplification, sustainability and material safety â€“ with a variety of imaginative and topical concepts and, in some cases, off-the-wall approaches.
Some students used Miffyâ€™s evolution over 65 years as their starting point; others chose Dick Brunaâ€™s artistic influences and his use of colour, or they deconstructed the characterâ€™s form. One even made an outfit for Miffy in space as an environmental statement to protect Mother Earth.
Marja Kerkhof, MD of Mercis, global rights owner for Miffy, commented: â€œThe aim of this challenge was to take Miffy â€“ a global icon â€“ and explore how todayâ€™s generation of students would re-interpret Dick Brunaâ€™s simple design and character. It is amazing to see the young studentsâ€™ modern viewpoints and creative designs superimposed on Miffyâ€™s 65-year old classic form; the juxtaposition is startling and makes for a highly original and collectible range of merchandise.â€
Entries to the competition were judged by a panel of jurors from the participating design schools in each country. The jurors included well-known artists Massimo Giancon and Ronald van der Kemp.
Mr van der Kemp commented: â€œIt is always impressive to see how the next generation can take something so familiar â€“ in this case Miffy â€“ and give it a fresh look. It is testament to the durability of Dick Brunaâ€™s original design that these new creations make Miffy look as if she was created yesterday, rather than in 1955!â€
All 82 entries to the Miffy Fashion Design Challenge will be shown in an international touring exhibition, kicking off at the Central Museum in Utrecht from June 2020.
Photo credit: NTU