London Fashion Week

izzue is proud to be the first Hong Kong brand to have staged an on-schedule fashion show at London Fashion Week. The event was held at 180 The Strand – a hub of London fashion and culture. Fittingly, given this cross-cultural moment, the show considered the idea of a journey, and the challenges we face as we navigate modern life. The show considered escapism, while been firmly rooted in the realities of the now and the requirements of stylish global travelers – in keeping with the classic ‘Live It Real’ izzue motto.

izzue debut fashion show has earned overwhelming support from a star-studded guest list combined with celebrities from different areas: British singer Lily Allen, South Korean super star Kim Jae Hwan (member of wanna one), well-known designers Markus Lupfer and John Rocha, Central Saint Martins MA Fashion Course Director Fabio Piras, British stylist Susie Bubble, uprising China artist Zhou Rui and uptrend China fashion icon Han Huohuo.

The show, which featured both menswear and womenswear, presented the journey of an 1000-day escape – what key possessions would you rescue? What garments would you rely on? What else would you take? The show reflected on the difficulties of the now – questioning what drives feelings of insecurity or displacement in the youth of today and how would they be best equipped to combat these emotions? How can our clothes provide for us and armor us?

In reference to this, and as a means of celebrating izzue’s current expertise with certain key garments, the show revolved around key wardrobe vocabularies; stripes tees, sweatshirts, trench coats, MA-1 jackets, bikers, down puffers and shirt/blazers. All these garments exist already within the izzue language and the storied heritage of each of them has always been an inspiration. They are the #izzueessentials.

The show paid tribute to the complications and challenges of the imagined journey. As time passed, and garments unravelled, the wearer of each item was forced to re-purpose or re-use their clothes, hence why the cut and form of each look became deconstructed. This speaks of izzue’s wider commitment to ‘living real’ – or adapting depending on what life throws at us and accepting flaws or challenges.

In the show, striped tees were twisted and expanded in scale. Hoodies were dissected and reconstructed, rendered in bold brights such as red and orange. Bikers were elongated. Tailoring was reworked in experimental PVC. Utilitarian military piece ran throughout to underpin the sense of clothes for modern combat. The acclaimed Georgian artist, Shalva Nikvashvili, helped suggest the journey into wildness by using components from each of izzue’s core pieces to create sculptural headpieces to accompany key runway looks.

This was not a classic protest – but a bold reflection on the challenges of modern living and the daily battles we all face.


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