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LFW - Disruptive Brands of 2022

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23rd February 2022

A front row ticket to London Fashion Week London Fashion Week reclaimed it’s annual emblem this year, with the first-ever hybrid of digital and physical showcases and appointments, in light of the pandemic era.

It stormed our screens from Friday 18th to Tuesday 22nd February 2022, revealing the newfangled, gender-neutral face of fashion, whilst simultaneously embracing the digital awakening we’ve witnessed unfold this year, by having the first-ever virtual fashion show in the metaverse

But it wouldn’t have been London Fashion Week 2022 without change and innovation. With designers deciphering the impact their collections have - not just on individuals, but on our planet.

Following the familiar footsteps of planet friendly powerhouses like Stella McCartney, Vivienne Westwood and Gucci, who all favour recycled, organic or sustainable materials, it was clear to us who were the most disruptive this season. 

 London-based womenswear label with a designer who is amongst the GQ Men of the Year, Taiwan. APUJAN’s collection has been praised internationally and the collection - a sequel to Apu Jan’s previous collection- has been much-loved by publications that include Vogue, GQ, Elle, Bazaar and WALLPAPER, so we weren’t surprised that we also fell down the rabbit hole of this ethereal fashion dream. 

“THE BALLAD OF A STORY KEEPER” was the curated theme and had the audience instantly tumble through APUJAN’s surreal wonderland. Celebrating fantasy and literature - the film narrated the adventure of a spy who travels to a hidden world through a book and brings back the truth. We got to feast completely on Apu Jan’s connection to storytelling - with scenes of a sci-fi banquet,a huge poker card maze and the real star of the film being the garments.  The details were playful - with planets, puzzles and dinosaur heads illustrated on coats, cardigans, dresses and knitted pants. 

 

APUJAN // Autumn Winter 2022 collection 

“THE BALLAD OF A STORY KEEPER” was the curated theme and had the audience instantly tumble through APUJAN’s surreal wonderland. Celebrating fantasy and literature - the film narrated the adventure of a spy who travels to a hidden world through a book and brings back the truth. We got to feast completely on Apu Jan’s connection to storytelling - with scenes of a sci-fi banquet,a huge poker card maze and the real star of the film being the garments.  The details were playful - with planets, puzzles and dinosaur heads illustrated on coats, cardigans, dresses and knitted pants. 

Website http://www.apujan.com 

 Instagram @APUJAN 

FACEBOOK APUJAN 

See the brand’s designer profile with the British Fashion Council https://londonfashionweek.co.uk/designers/apujan

 

RAY CHU // Autumn – Winter 2022 Collection

It was clear to see that disruption is RAY CHU’s love language this season. Sustainable by nature and only producing clothing by order, the ‘Touch Me’ collection also perfectly mirrored the essence of RAY CHU’s values surrounding inclusivity - and the importance of this presence of them at London Fashion Week - by thoughtfully inviting different talents and industries who all took part.

The collection presented 20 sets that stood out for their earthy composition that emulsified a contemporary yet sensual visual, with a colour palette of chill, sage green, warm ivory and glossy noir. He stimulates signs of subtle gender fluidity, through the mindfully placed cut-outs amid his collections. 

RAY CHU also proved that conversations around conscious sustainability can be risque, with his provocative yet humorous artwork “Touch Me”- from which the collection takes the name - represented with the rubber gloves holding a banana covered by liquid, and “white sock fetish”, have been included using graphics to symbolize fetish climax. 

Website : RAYCHUSTUDIOS.COM

Instagram: @raychustudiosSee

See the brand’s designer profile with the British Fashion: Councilhttps://londonfashionweek.co.uk/designers/ray-chu CHUF

Shaku - 'BLOOM'

 Florals in spring. How disruptive I hear you say…

There is nothing to dismiss with London based accessory and homeware label Shaku. 

Launching their new campaign ‘BLOOM’ digitally at London Fashion Week, the craftsmanship and time honoured technique is remarkable, along with the rarity of them using sustainable luxury silks - the label is adorned with the founder’s Indian heritage and her nostalgic memories of home. 

The design of florals at bloom perfectly echo the British summer time, - with each hand drawn meticulously by the brand’s founder, Shakera. Sustainability and sophistication is at the heart of the brand's campaign launch at London Fashion Week, with each silk art work like an heirloom, compromising the soft yet boldness of the never-fading love affair with florals.

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