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izzue you is: hong kong label's historic debut at london fashion week
Hong Kong-brand Izzue, part of I.T Group, talked the talk and walked the walk with double happiness for its grand AW2019 debut at London Fashion Week on The Strand, while simultaneously launching a new capsule collection of clothing in collaboration with Central Saint Martins designers at Selfridges on Oxford Street.
The British capital is the perfect fit for the brand, which is celebrating its 20th anniversary, as London's gritty and avant-garde street-style has often influenced the design and thinking of Izzue. And befitting such an occasion, a small but influential coterie of notables had gathered to watch the early afternoon runway, which marked the first time a local Hong Kong brand had staged a show at London Fashion Week.
The A-listers included British singer Lily Allen, designers John Rocha and Markus Lupfer (who sells through I.T Group), blogger, writer and fashionista Susie Bubble, Korean pop star Kim Jae-hwan of Wanna One, and Chinese singer and actor Zhou Rui. Even artist Oscar Murillo, the man art dealer David Zwirner calls “the next Jean-Michel Basquiat”, was there with wife and child.
And just as Izzue’s journey has transformed the label from a local player into a leading Asian fashion brand with more than 90 stores throughout Greater China, Singapore, Canada and the United Kingdom, and also now part of Selfridges contemporary womenswear curation, so the show took on the theme of a journey, and the challenges consumers face as we navigate contemporary life. It delivered escapism for stylish global galavanters, while still being firmly rooted in the realities of the here and now and the classic “Live It Real” Izzue mantra.
The show asked if one were to take a 1,000-day journey or escape, which essential possessions would one rescue and most rely on? Reflecting the zeitgeist, the show questioned what motivates feelings of insecurity or displacement in today’s youth and how they can most readily combat these emotions – clothes as both statement and armour, performance and protection.
Izzue invoked its inimitable brand codes – striped tees, trench coats, MA-1 jackets, shirt/blazers (#izzueessentials), and tilted them a little. Just as time erodes and experience unravels, so the wearers were forced to re-purpose or re-fashion their clothes, hence why the cut and form of each look was deconstructed; Hoodies were dissected, and reconstructed, rendered in bold red and orange, bikers were elongated, and tailoring worked in experimental PVC. Acclaimed Georgian artist Shalva Nikvashvili created sculptural headpieces to accompany the runway looks. It wasn’t so much a protest, more of declaration of daily fashion practicality and fact.
The champagne or trophy moment saw the boss’s daughter, actress and model Shum Yuet, (above) proudly lead out the models wearing dazzling white and metallic. Some show. Shum finale. Izzue you is or Izzue you ain't my baby?
IMAGES: ISBN-Magazine
izzue you is: hong kong label's historic debut at london fashion week
Hong Kong-brand Izzue, part of I.T Group, talked the talk and walked the walk with double happiness for its grand AW2019 debut at London Fashion Week on The Strand, while simultaneously launching a new capsule collection of clothing in collaboration with Central Saint Martins designers at Selfridges on Oxford Street.
The British capital is the perfect fit for the brand, which is celebrating its 20th anniversary, as London's gritty and avant-garde street-style has often influenced the design and thinking of Izzue. And befitting such an occasion, a small but influential coterie of notables had gathered to watch the early afternoon runway, which marked the first time a local Hong Kong brand had staged a show at London Fashion Week.
The A-listers included British singer Lily Allen, designers John Rocha and Markus Lupfer (who sells through I.T Group), blogger, writer and fashionista Susie Bubble, Korean pop star Kim Jae-hwan of Wanna One, and Chinese singer and actor Zhou Rui. Even artist Oscar Murillo, the man art dealer David Zwirner calls “the next Jean-Michel Basquiat”, was there with wife and child.
And just as Izzue’s journey has transformed the label from a local player into a leading Asian fashion brand with more than 90 stores throughout Greater China, Singapore, Canada and the United Kingdom, and also now part of Selfridges contemporary womenswear curation, so the show took on the theme of a journey, and the challenges consumers face as we navigate contemporary life. It delivered escapism for stylish global galavanters, while still being firmly rooted in the realities of the here and now and the classic “Live It Real” Izzue mantra.
The show asked if one were to take a 1,000-day journey or escape, which essential possessions would one rescue and most rely on? Reflecting the zeitgeist, the show questioned what motivates feelings of insecurity or displacement in today’s youth and how they can most readily combat these emotions – clothes as both statement and armour, performance and protection.
Izzue invoked its inimitable brand codes – striped tees, trench coats, MA-1 jackets, shirt/blazers (#izzueessentials), and tilted them a little. Just as time erodes and experience unravels, so the wearers were forced to re-purpose or re-fashion their clothes, hence why the cut and form of each look was deconstructed; Hoodies were dissected, and reconstructed, rendered in bold red and orange, bikers were elongated, and tailoring worked in experimental PVC. Acclaimed Georgian artist Shalva Nikvashvili created sculptural headpieces to accompany the runway looks. It wasn’t so much a protest, more of declaration of daily fashion practicality and fact.
The champagne or trophy moment saw the boss’s daughter, actress and model Shum Yuet, (above) proudly lead out the models wearing dazzling white and metallic. Some show. Shum finale. Izzue you is or Izzue you ain't my baby?
IMAGES: ISBN-Magazine
