Shanghai’s Power Station of Art museum recently hosted the spectacular Hugo Boss menswear and womenswear collections for winter 2013, headlined Conceptual Luxury.
Soft lines and voluminous shapes strike a balance between elegance and high fashion in the womenswear collection, which combines organic forms with three-dimensional details, translated by womenswear brand and creative director Eyan Allen into a modern take on femininity.
In the men’s collection, menswear brand and creative director Kevin Lobo presents classic cuts with exclusive detailing – leather and fur accent the lapels of doubled-breasted jackets and coats crafted of cashmere and silk. The colour story ranges from aubergine through dove blue to exclusive black, flanked by a deep tea green and luxurious golden yellow for the women.
Opened last October, the Power Station of Art is China’s first public museum of contemporary art. The current name is a vestige of the building’s past: it was constructed in 1897 for the Nanshi Electric Light Factory.
Inspired by the building’s legacy, the shape of the runway echoed a bolt of lightning. LEDs illuminated the 200-foot-long catwalk on which top models – including Liu Wen, Joan Smalls, Karmen Pedaru, Alex Lundqvist and Clement Chabernaud – showcased the collection.
Some 1,000 invited guests – including Asian and international stars, such as Carey Mulligan, Gerard Butler, Chow Yun-fat and Cherie Chun, press representatives from around the globe and buyers – attended the show.
An exquisite dinner combined tastes from modern and traditional Chinese cuisine. Delicacies such as wagyu beef tartare, sake-marinated cod with edamame puree, crème brûlée of foie gras on almond cake, Peking duck eclair, prawn dumplings with champagne foam, salted caramel mousse and strawberry martinis with marshmallow were served. At the aftershow party, DJ Robin Blixt kept the glamorous atmosphere going strong into the small hours.
Full-scale campaigns in the online, mobile and social media accompanied the event and reached their climax in a live stream of the fashion show. For the first time, visitors to the website had the opportunity to order two exclusive styles for men and women directly from the runway.
The two pieces were produced as limited editions of only 100 each.
www.hugoboss.com