Hong Kong fashion label Izzue wants to change how world sees city, as Zara did for Spain and Uniqlo for Japan
- Izzue wants to represent Hong Kong’s style through its edgy looks with a British twist
- It made history at London Fashion Week as the first label from Hong Kong to host a solo show in the city
London Fashion Week may be known for launching the careers of multiple British designers, but last month it made history by welcoming Hong Kong label Izzue onto the official schedule, marking the first time a Hong Kong brand has hosted a solo show in the city.
Attended by celebrities including singer Lily Allen and fashion designers John Rocha and Markus Lupfer, the show paid homage to the brand’s roots and DNA with edgy looks for both men and women.
Bestsellers such as sweatshirts, trench coats, MA-1 bomber jackets, down puffers, biker jackets and short blazers were sent down the catwalk; each look transformed through clever cutting or deconstruction techniques.
Each look was multi-layered. Twisted or extra-long striped tees or dresses were shown alongside brightly coloured hoodies that looked as though they had been dissected and reconstructed. Tailored pieces were made from PVC and outerwear came decorated with nylon straps printed with the brand’s motto “Live it Real”.
Every look was accessorised with backpacks or bumbags and a pair of Doc Martens – a tribute to the brand’s close connection to British culture.
