Hong Kong’s Izzue debuts at London Fashion Week with catchy cross-cultural vibes
Watched by a glittering group of celebrities and influencers from singer Lily Allen, designer John Rocha and artist Oscar Murillo to fashion writer Susie Bubble and Korean pop icon Kim Jae-hwan of Wanna One, Hong Kong brand Izzue, the first local brand to stage an on-schedule fashion show at London Fashion Week, brought stylish escapism to the runway with its AW19 debut in the British capital on The Strand.
In keeping with the I.T-owned brand’s “Live it Real” motto, the show, featuring womenswear and menswear across Izzue’s key items (#izzueessentials) of stripe tees, sweatshirts, trench coats, down puffers, bikers and shirt/blazers, reflected the difficulties of living in the now – questioning what drives feelings of insecurity or displacement in today’s youth, and how they can best equip themselves to combat such emotions.
The cuts and form were deconstructed and the show prefaced the notion of re-purposing, reconstructing and re-using clothes as a way of reacting to life’s challenges and outcomes. Experimental PVC made its way into tailoring and a utilitarian military theme underscored the sense of modern urban combat.
From left to right: Kim Jae-hwan and Lily Allen; Shum Yuet; Zhou Rui
Luminous Georgian artist Shalva Nikvashvili conjured sculptural and conceptual headware to accentuate the sense of the wearer’s journey and purpose while navigating the metropolitan wilderness. “We’re incredibly proud to be doing this in London,” said Deborah Cheng, chief commercial officer of I.T Group, “as the city has been such an influence on the development of the Izzue brand.” Here’s to SS20.
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