iStyle: Here come the I.T brands!
Hong Kong arrives in London tomorrow, as some of the coolest labels in Asia take over Selfridges in a cutting-edge fashion exchange, says Rebecca Gonsalves
That fashion is looking to conquer the Asian market is hardly news, but a cultural exchange of sorts – as Hong Kong conglomerate I.T takes over London department store Selfridges – is the first of its kind.
Although most Brits will not have heard of I.T, rest assured it is a big deal. Founded in 1998, today the group’s in-house brands such as Mini Cream and fingercroxx are sold to cool young customers through standalone stores, and it also operates luxury labels like Commes des Garçons, Maison Martin Margiela and Gareth Pugh in Asia.
From tomorrow, seven of the organisation’s best-loved brands will make their debut on British soil in a takeover of the womenswear department of the famous store. “It’s been interesting to see the growing fascination in the industry with the ‘Asia phenomenon’,” says Judd Crane, head of womenswear, who became acquainted with I.T when he lived in Hong Kong. “It’s the most talked-about factor affecting retailers and we wanted to acknowledge that in an interesting way. Our hope is that this project engages the Asian community living here as well as exciting our UK customers to discover something new. We’re thinking of it as a kind of fashion exchange programme.”
“The Chinese market is incredibly fashion literate,” adds Crane. “Young people there are completely obsessed with energetic and diverse style and the product offer is largely bright, irreverent and experimental – it’s fun and doesn’t take itself too seriously.”
As part of the takeover, as well as importing the trend-driven fashion that the brands are renowned for Selfridges has commissioned the “selfie” project in which each of the seven brands was tasked with creating an exclusive product featuring the store’s signature Pantone 109 yellow and the phrase “selfie”, which is something of a phenomenon on social media.
Life & Style blogs
Men in tights: getting to the bottom of the latest trend
Night Nurse could put drivers over new drug limit
Snapchat removed the Best Friends list feature and 'stalkers' are upset
Baldness could soon be treated using stem cells, scientists hope
Xbox Live down: gaming service breaks itself, but hackers claim credit
- 1 Venezuela Expo Tattoo 2015: Extreme body art from 'Vampire Woman' to 109mm earlobes
- 2 Saudi preacher who 'raped and tortured' his five -year-old daughter to death is released after paying 'blood money'
- 3 Ball pool for adults opens in London
- 4 Game of Thrones season 5 trailer: The first full-length look is here
- 5 Rashida Jones speaks out against male-centric porn saying 'women should have sex and feel good about it'
£20000 - £35000 per annum: Recruitment Genius: This fast growing reinforcing s...
Excellent Package: Austen Lloyd: CITY - HIGHEST QUALITY INTERNATIONAL FIRM - A...
Excellent Package: Austen Lloyd: CITY - EXCELLENT FIRM - We have an outstandin...
Excellent Package: Austen Lloyd: IN-HOUSE - NATIONAL CHARITY - An exciting and...