Apujan Spring Summer 2022 at London Fashion Week

IN THE MAZE OF NOISES

SS’22 collection

In keeping with the accelerated digitalisation of this pandemic era, the APUJAN Spring/Summer 2022 collection will be presented at London fashion week in the digital form, with the theme “In the Maze of Noises” showcased with the British Fashion Council.

Produced in the hometown of the brand, the Spring-Summer 2022 digital show will be directed by the acclaimed film director Hsiao Ya-chuan, and the special performance of the well-known Asia actresses LIN YU HSI (Allison Lin), CHIEN TING JUI (Dewi Chien), and the most well-known chess player in Taiwan, Joanne Missingham.

Every season, APUJAN launches a reference book list as a mood board: this year the SS22 collection pays homage to sci-fi fictions and dreams, a blend of fantasy and real life, as per the novels of The Wizard of OZ and Alice in Wonderland, or as per the parable about time described in MOMO by Michael Ende and in The Fall of the House of Usher, a supernatural horror story by Edgar Allan Poe.

Apu Jan reinterpreted the codes of a modern fairy tale and created though the collection a storytelling about APUJAN’s fantasy imaginary: another story about the vagueness and vividness dreams, about community information and the overhead world.

The collection includes 33 unique sets which present unique distinctive details: knitted bags which remind of dinosaurs’ tails, embroideries made with floral art and book pages, hats adorned by knitted lions, 3D printed sci-fi glasses, meteors and dinosaurs’ bones transformed in hair accessories. APUJAN continues the footwear collaboration with Adidas and and the cooperation with XPure presenting new masks and goggles with different fabric styles.

APUJAN continues working with his original, and exclusively developed fabrics, including digital embroidery, semi-translucent jacquard fabric, jersey knitted jacquard and digital print, in combination with fantasy-style accessories made from 3-D printing, floral art design, and precious metals. The collection also includes extensive fabric development by APUJAN, from printing to jacquard to hat decorations. Many oriental traditional clothing elements are combined into contemporary clothing, and full of imagination of the fantasy world.

About the film: Allison Lin plays a dreamer lost In the Labyrinth of dreams: she encounters different types of characters. Driven by her curiosity, she tries to find a way out of the maze. Joanne Massingham’s inner reflection in the dream attracts the protagonist to discover the fantasy world. Dewi Chien plays as a resident in the dream world, she is dreamy and changeable. Music of this season’s collection was produced by DJ QuestionMark, composed by Chun-Ting (Refa) Wang and Szu-Chien Lu. In 7 minutes, the genre of the music has flown from classical to aggressive electronic sound. This massive transition shows the multiple-universe perspective of us. (i.e. dream and reality) the violin plays an important role in the film. Just like you, me and the main character, the violin is the audience of this world and the show, from the begin till the end. The minimal and the movie scoring composing is the highlight of this season’s music.

Book list: , Michael Ende , Ellery Queen. , O.Henry , Lewis Carroll , Frank Baum , Allan Poe 《夢中見》Haruki Murakami & Itoi Shigesato , Ryo Asai ,Lawrence Block , Ben Mezrich

ABOUT APUJAN:

APUJAN is a London-based womenswear label founded by designer Apu Jan in 2013. The collection debuted in Autumn/Winter 2013 at London Fashion Week. The designs are renowned for integrating patterns and knitwear techniques to illustrate themes inspired by fantasy and literature. The juxtaposition of traditional and oriental elements with a contemporary twist, and the interweaving of bold and casual elements are at the heart of APUJAN’s unique style and have become the hallmarks of the label.

The inspiration for the designs came from many different places, often associated with books, space fantasy and imagination of the past. Each season, inspired by a list of books, Apu Jan creates a story containing his favourite elements, leading the audience to experience the fantasy world of his imagination. Surrounded by beautiful material, elements such as fossils of dinosaurs, roses, sheep, and space related objects could often be found in APUJAN designs, threading through the stories of every season.

APUJAN had attracted international media attention. The brand was voted as one of the top 10 culture and creative brands in Taiwan, and the designer was one of the GQ Men of the Year, Taiwan. The collections were featured in major fashion and design publications including Vogue, GQ, ELLE, Bazaar, Marie Claire, and WALLPAPER. Furthermore, APUJAN designs were shown at the La Cite de la Dentelle et de la mode in Calais, France; and showroom during Paris Fashion Week.

Outside of runway collection, APUJAN had collaborated with various industries by utilises the storytelling method to connect with different audiences: such as the uniform for SAMSUNG global , branding for Kuo Yuan Ye, a traditional oriental pastry company, the costumes for the Cloud Gate Dance Theatre of Taiwan and the series of package design for McDonald’s.

APUJAN design can often be seen on the cover of many influential magazines in Asia, such as Vogue and ELLE. Many Asian actresses also chose APUJAN on the red carpet and as their preferred brand.

Website http://www.apujan.com | Instagram @APUJAN |FACEBOOK APUJAN

All images courtesy of Apujan

PR Agency Black PR

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