APUJAN returns to London Fashion Week for AW25 with his on schedule digital catwalk, redefining the future of fashion by adopting a hybrid format which seamlessly blends physical catwalk shows with digital fashion films.
This season APUJAN will be solidifying the brand’s global presence in the fashion realm, not only by returning to London Fashion Week but simultaneously extending its collaborations across Japan and South Korea with their recent partnerships featuring prominent artists including GD, Super Junior’s Leeteuk, Japanese supermodel Tao Okamoto, and members of Sakurazaka46. In their latest AW25 collection, APUJAN presents a conceptual image film which invites viewers into an immersive experience showcasing 29 looks in the film with the full collection featuring 50 outfits.
APUJAN
In collaboration with Formosa TV and CYANS LED Virtual Studio, the production behind APUJAN’s latest collection marked a groundbreaking moment not only by being the first time a designer in Taiwan has used an LED studio for a fashion show, but also being one of the rare moments a digital fashion show has been filmed entirely in this form of studio in the world. Utilising this cutting-edge technology which has been widely used in recent sci-fi films, APUJAN is setting a new precedent for cinematic productions in collaboration with film crews. Drawing inspiration from the Japanese folktale Urashima Tarō and the treasure box of the Dragon Palace Princess, the collection envisions the treasure box as a time capsule preserving moments in time. Collaborating with NIKE, the collection introduces exclusive footwear into the mix, further elevating the digital fashion show’s futuristic vision. Featuring South Korean actress Park Eun-hye, the fashion film takes viewers on a journey from the front stage to the backstage with Taiwanese actress Dewi Chien returning to reprise her role as the “Time Observer,” a character she has embodied twice in previous APUJAN fashion films.
‘Time in a Locked Box’ is a masterful blend of tradition and innovation, continuing from their previous collections APUJAN’s themes are profoundly connected to literary references, fantasy and the passage of time, this collection is no exception. Symbolized by the treasure box of the Dragon Palace, the collection illustrates the unity of ancient garment elements with futuristic fashion visions. With blue, pink, green and black hues at the forefront of the collection’s colour palette, APUJAN reflects the Dragon Palace theme while using prints and fabrics to incorporate ripples and underwater elements. Proceeding to fuse Eastern garment details with Western silhouettes, the collection features a selection of tailored pieces, gowns and sportswear adorning APUJAN’s trademark knits and chiffon prints. Emphasising textile development across different materials, APUJAN has employed a unity of traditional and modern knitting techniques including handcrafted knits, contemporary knitwear and incorporations of 3D printing, doll-making, and floral craftmanship. Expanding APUJAN’s signature fantasy world into the depths of the ocean, the brand goes on to introduce marine-inspired motifs for the first time, including plesiosaurs, various fish species, ships, corals, seaweed, and sea turtles, adding an enchanting, otherworldly quality to the collection.
Having previously been featured in VOGUE, ELLE, GRAZIA, Harpers Bazaar, L’Officiel, Marie Claire, The Evening Standard, Vanity Fair, AMICA, Forbes, GLAMOUR, TATLER, The Times and Country and Townhouse to just name a few, and collaborating with the likes of global brands Samsung, MacDonalds, Cloud Gate Dance Theatre, LG and Royal Tea Taiwan, APUJAN continues to push boundaries in digital fashion this season, bringing new creative visions to the global stage.
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