Leica Loses Its Mind, Collaborates with Hello Kitty and Playboy

Does it get any better than Leica? The company, synonymous with German engineering at its finest, is in the midst of its jubilee year: founded in 1849, Leica debuted Oskar Barnack‘s 35-millimeter marvel in 1914. In the century since, it has kept its brand pristine by focusing on optical excellence and joining forces with the likes of likeminded Hermès for a few limited-edition models. Which is why we did a double-take when we learned that the esteemed company had been roped into Colette’s latest collaboration, in which Hello Kitty teams up with—wait for it—Playboy.