1988 The first advertising campaign sets the trend for a feisty and liberated Lolita. The KOOKAÏ girl was born and she could be seen everywhere: KOOKAÏ established itself both as a fashion label and an advertising label.

Since the 90's, the brand has experienced rapid international expansion by shaking up the fashion world through humour: leaving top models like Cindy Crawford and Linda Evangelista and fashion designers such as Yves Saint Laurent and Sonia Rykiel feeling threatened.