APUJAN Unveils Stunning SS25 Collection “Mirror, Keys and Drink Me” at London Fashion Week Catwalk Show
The theme of APUJAN’s latest fashion collection is Mirror, Keys, and Drink Me. APUJAN has often chosen fantasy, literature, or time as its theme. This time, they once again developed themes that paid tribute to diCerent works of literature, including Alice in Wonderland. The theme expresses that people in this modern society, where the line between reality and virtual reality is blurred, are like drinking the Alice magic potion. We can’t tell our own size and objects’ sizes and are unsure about ourselves and space dimensions.
We can see diCerent totem elements, including a rabbit in the maze, a key, suits of playing cards-spades, hearts, diamonds and clubs, and chess in the thirty dressings on the catwalk show. Hundreds of sets of clothes are also expected to release in the same season. We can also see the Hatter, a rabbit, a high school student, and a giant chessman matching the clothes. The cat mascot of APUJAN, the MOON, will also show up with a wizard hat.
To describe the topic of uncertain size, you can see a variety of accessories on the catwalk, including an extra-large yarn ball, an oversized pencil, huge playing cards, big chess pieces, an enormous bow tie, and a large big brand button. You can also see the super mini mannequin with clothes on the models’ hands.
The style also consists of big pockets, a large bow, a little oversized shirt and hats, which respond to the fantasy world that is lost in size. The collections consistently utilise a variety of fabric techniques, with a variety of original fabric developments, knitting techniques, and a variety of jacquards and prints. The clothing pattern consistently combines East and West, retro and future. There are many details of traditional oriental clothing applied to modern clothing.
APUJAN, who collaborated a lot with the reading at every season, made the mountaineering literary work of Taipei Literature Award winner Chen Dezheng into a large book page cloak. He also printed the Go game scores recommended international professional Go player by HJJ on the fabric to create a chess dress in a diCerent style from the previous book pages. It also echoes the diCerent chess types of the East and the West. The model will also have the literary award-winning masterpiece – How to Live Safely in a Science-Fictional Universe by Taiwanese-American writer Charles Yu on the fabric.
APUJAN collaborated with a team with experience in film production design to assist with the creation of accessories and props, and enlisted music producer DJ ‘So Lonely’to create and perform original music live. The music mirrored chapters from Alice in Wonderland, with sounds like alarm clocks, guiding the audience alongside the hurried rabbit. The opening narration was voiced by Taiwanese Award-winning actor MO Tzu-yi.
Continuing the theme of Alice in Wonderland, the atypical music producer DJ ‘So lonely’ re-sampled and played “Dennis in Wonderland 2022” co-written with Mo Tsu-Yi and Huang Yu-Xiang, performed live at London Fashion Week in the way of a one-person orchestra. He used electronic alarms, AI monologues, toy sound eCects, and distorted piano collages to make fantastic sound scenes, with fashionable and psychedelic rhythms to explore the diCerent aspects of “time”, and pay tribute to their favourite Pink Floyd.
As usual, APUJAN’s show attracted various fashion media, along with actors and celebrities from the UK and his Hometown Taiwan. The show’s footwear was once again sponsored by NIKE. The hairstyles were crafted by Japanese hairstylist Takuya and the DAM team, while the makeup was provided by Yin and partnered cosmetic brands.
In recent years, APUJAN has opened its own brand-owned retail stores, designed global uniforms for Samsung, collaborated with McDonald’s, and even designed the interiors of McDonald’s in Taiwan. The brand has also created outfits for SUPER JUNIOR’s leader Leeteuk and has been worn by celebrities from various countries. APUJAN can be seen in VOGUE, ELLE, Grazia, Harper’s Bazaar, L’OCiciel, Marie Claire, Country and Townhouse and much more
Photo by Paul Winstone/FABUK