initial’s immersive fashion week experience celebrates all things blue

An immersive experience organised by Initial fashion- the theme was orient express

An immersive experience organised by Initial fashion

Coinciding with the end of October’s S/S 18 Shanghai Fashion Week, Hong Kong brand initial held an immersive experience for guests, which stood out among the backdrop of catwalk shows. The theme for the event was  “The Orient Express” and the aim of the night was to celebrate all things blue. The event was designed to transport guests back in time, taking them to a retro futuristic past that mixed elements of East meets West.

WGSN went down to check it out and capture the exciting visual experience.

My favourite element of the event was a body marbling experience hosted by Japanese creative guest the Dirty Workers Studio. Focusing on the event’s core colour – blue – marbled paint buckets were mixed for guests to dip their hands in for a temporary body art decoration. Guided by the studio, the interactive event was highly photographic and a trending topic of the day among Shanghai’s fashion circle on local social media channel WeChat.

This colour was extended to the event’s finger foods that were a collaboration between initial and Vanilla, the restaurant located near the Bund where the event was held. In terms of fashion this look also translated to the mens and womens runway show which featured a heavy dose of denim – think indigo and traditional handcraft details mixed with global silhouettes which felt stylistically fresh with its pared back, global aesthetic.


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