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
Looking past the search results: Google 2.0 will 'build airports and cities' says report
There is literally not a single woman in this iPhone 6 queue
Anti-depressants can change how the brain works in just hours
iPhone 'Wave': iOS 8 hoax claims you can charge your iPhone in the microwave - you can't
The 'Angelina Jolie effect': Her mastectomy revelation doubled NHS breast cancer testing referrals
- 1 Mario Balotelli: Staff at arson-hit Manchester Dogs' Home convinced Liverpool striker is behind five-figure donation
- 2 Friends 20th anniversary: Alison Jackson photographs reunited cast
- 3 A bottle of wine a day is not bad for you and abstaining is worse than drinking, scientist claims
- 4 The response to my Pizza Express review has been overwhelming, and taught me a lot about journalism
- 5 Free U2 album: How the most generous giveaway in music history turned into a PR disaster
£30000 - £35000 per annum: Ashdown Group: Marketing Manager (CIM, B2B, MS Offi...
£22000 - £25000 per annum: Ashdown Group: A highly successful organisation wit...
£1 per day: Randstad Education Leeds: Job Purpose To work closely with the he...
£32000 - £42000 Per Annum: Clearwater People Solutions Ltd: Our client is curr...