Hong Kong’s Izzue label is to hold its first show at London Fashion Week this year.
The runway exhibition on February 19 will combine menswear and womenswear and coincides with the launch of an exclusive capsule collection with Central Saint Martin’s – University of the Arts London.
The show marks the 20th anniversary of I.T Group-owned Izzue. Deborah Cheng, I.T’s chief commercial officer, says London has always been a source of inspiration for Izzue’s designers.
“The DNA of the brand has always embodied ‘British Punk’, the anarchic and rebellious spirit that London has come to stand for. With a genuine connection to British youth culture, this philosophy and aesthetic runs throughout the brand.”
She says holding an exhibition outside Asia is “a natural next step” for the brand.
“It was always going to be London. With the recent emergence of streetwear as a serious fashion proposition and having had a strong relationship with Selfridges for numerous seasons, the brand is ready to reveal more to the market.’’
Most of the new range’s look book was shot in London and in the past, the label has enjoyed strong ties with the city.
“Izzue has long had a love affair with the culturally rich and diverse youth culture of London. I.T has always been pioneers bringing the avant-garde to Asia,” says Cheng.
“Having had a very strong association with British designers starting with Patrick Cox, Katherine Hamnett, and Dr Martens in the early days, to eventually opening the first worldwide Gareth Pugh store and now with a list of British talents from Simone Rocha, JW Anderson, Fred Perry, Alexander McQueen and Stella McCartney, I.T feels a special connection with our British brand partners.”
Addressing this month’s runway debut, Cheng says while there are increasingly new ways to showcase collections, the energy of a live runway show is hard to emulate.
“Presenting the full brand vision to press and buyers is often realised more fully in a live environment with all elements combined to create something unique and celebratory to the audience.
“It is important to position and build brand awareness. As a debut appearance in the market, London Fashion Week provides a platform to showcase our brand identity and get the response from the global press in one go,” says Cheng.
Established in 1999 Izzue has transformed from a celebrated Hong Kong label to a leading Asian fashion brand with more than 90 stores throughout Greater China, Singapore, Canada and the UK.