GQ and New Generation Designer Brand 8ON8 show at London Fashion Week Men’s

GQ and New Generation Designer Brand 8ON8 show at London Fashion Week Men’s

Represented by Agency Eleven.

GQ is proud to support and present the dynamic new generation Chinese designer brand 8ON8 during London Fashion Week Men’s. Since 2012 the “GQ CHINA PRESENTS” project has recognised trendsetting New Generation Chinese designers and given them the opportunity to show their collection on the international fashion runway during London Fashion Week Men’s. Over the past 7 years, designers have included: Xander Zhou, Kay Kwok, Sankuanz, Sean Suen, Simon Lee,Wenya and Shimo Zhou founders of STAFFONLY, Zhou Jun and Yushan Li founders of PRONOUNCE,Siying and Haoran founders of PRIVATE POLICY have all taken part in the ‘’GQ CHINA PRESENTS” project with great international and domestic success.

Since the debut of 8ON8 in 2017, founder and designer Li Gong has been developing his retro-futurism aesthetic ever since. Since his Central Saint Martin’s AW17 MA graduation show ‘Future London Tweed Run’, Li Gong has been carefully crafting a comprehensive idealistic society belonging to 8ON8.This season, Li Gong returns to London with GQ, to launch his first official international catwalk show – ‘San Junipero’ – 8ON8 presented by《智 族GQ》 during London Fashion Week Men’s, Spring/Summer 2020.


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(Images: James Wicks @jameswicksphoto

“With its retro-futuristic aesthetics, 8ON8 brings me on journeys that are both sweet and imaginative. It’s exciting to see how Li Gong achieves his blend of cool young style and traditional menswear tailoring, in an era that’s all about the streets.” That is why《智族GQ》choose 8ON8 as the recommended brand for our “GQ China Presents” this London Fashion Week Men’s.” Says Anson Chen, Fashion Director of 《智族GQ》.

8ON8 envisages delivering a post-death virtual world service to its community residents allowing them to live for- ever in their best times after the end of their lives. Reflecting the Britishsci-fi series “Black Mirror”, after people’s physical death, their consciousness can be uploaded to a cloud drive called ‘San Junipero’ to continue to live under ‘preferred’ settings just like computer game characters. People can dress up in different ways as they want in a second, live freely in this Elysium, bravely love and hate, letting go of the true self, and making up for life’s regrets.

In the story, there were two dying women who fell in love and finally got married in this alternate virtual world with a backdrop set around the 1980s, this virtual world allowed them to walk down their nostalgic memory lane, fulfil dreams that were not realized before in life, do the things they were afraid to do in reality, and live as their young, carefree selves forever and ever.

By combining 8ON8’s signature boxy tailored silhouette with silk pajamas, Gong uses menswear base to highlight the silky feminine touch. In addition, the prints for this season are extracted from graffiti art of the 80’s with washed & worn effects on jersey to represent the underground club culture of that era. This combination of young and energetic prints together with well finished couture fabrics, truly fuses the street elements into modern luxurious menswear. With Li Gong’s continuous exploration of modern tailoring silhouettes and contemporary young culture, 8ON8’s signature style reflects the mature energy of the young generation, specializing in a new wave of classic menswear.

In addition, the footwear for this season - Reel Lace-up Derby’s provided by untitlab®, focus on the intermediate stages of the creative process, erasing borders and achieving an organic unity by experimenting with materials and silhouette. Its composite material and bold geometric heels create an agile, intellectual profile for diverse individuals in multiple settings. Straddling the line between formal and athletic.


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