The eye-catching Fyodor Golan label launches in Asia

A new design duo has arrived in town — with a collection so eye-catching it promises to stand out even amidst the clutter that fills store shelves this time of the year. Fyodor Podgorny and Golan Frydman, the names behind London-based label Fyodor Golan, are launching their spring-summer 2015 collection at Lane Crawford in Hong Kong, Shanghai, Beijing and Chengdu. The duo stopped by our city during a recent tour of the region.

"There is a lot of talk about Asia, and it was something we really needed to see for ourselves in order to understand the climate, social culture and traditions," says Podgorny.

Theirs is a bold, playful style and, they admit, one that's constantly changing. They describe their latest collection, "Press Play", as "digital romanticism". At London Fashion Week in September they challenged the way fashion shows are viewed, collaborating with Microsoft to create an inverted pyramid through which they live-streamed images of the models and then distorted them.

"This collection was all about the immediacy," says Frydman. "It was about looking through our phones and seeing photos through filters, pixels, saturated colours and about exploring the extremes of our every day lives."

Three-dimensional flowers in iridescent and acid-colour silicones adorn the dresses, as if stuck there on a whim by the wearer; hem lines have silicone finishes and are cut raw. Textiles are given a screen-like quality — silks woven with plastic threads are printed in bold graphic prints combining colours, football players and poppies.