I.DEA PR X LONDON FASHION WEEK SEPT 2023
This LFW season felt like it came and went quicker than usual as I.DEA PR had the honour of hosting a stunning roster of events dedicated to showcasing the excellence of our household namesake as well as emerging talents!
UNDEFINED SHOWROOM
© Tahjana McCoy (@style.explorer)
Our week started off with a talented young trio freshly flown in town from Buenos Aires, Argentina.
Established in 2019, Undefined has swiftly evolved from a local sensation to an international cult brand, particularly resonating with the dynamic youth culture and countercultural movements. With roots deeply intertwined in the Latin American music trap scene, the brand has garnered a devoted following and earned accolades for its daring designs.
Welcoming industry professionals such as press, stylists and influencers to a showroom based at bustling 180 Strand Soho House, Undefined started off strong and provided a great insight into what to expect at their upcoming catwalk show. Presenting pieces from their three capsule collections ‘Delusion of Greatness’, ‘BlackSheep’ & ‘Summer’, the designers’ embraced versatility, inspired by distinctive realms of trap, metal and punk music as well as minimalistic elegance and understated luxury inspired by the Northern Argentine’s landscape.
The mood was exciting, champagne was poured, important connections were made and amazing pieces displayed and worn.
© Tahjana McCoy (@style.explorer)
OMNISS EVENING RECEPTION
© Simran Kaur (@simran_k_01) & OMNISS
As the evenng drew closer, our team as well as many of our guests headed to nearby Great Russell street in vibrant Holborn, to adorn the latest creation of Asya’s & Francisco’s OMNISS.
In the heart of East London, OMNISS emerged as a pioneer of groundbreaking fashion, embodying the very essence of unity and a distinctive universe brought to life. With its roots deeply embedded in the realm of creativity and a celebration of diverse personalities, OMNISS stands as a testament to transparency, craftsmanship, and the preservation of cherished traditions. Envisioning a new horizon for the connection between customers and fashion, OMNISS sets its sights on building a global, sustainable, and transformative brand.
Accompanied by live music and lovely wine, the evening reception offered industry experts an insight into the designers’ experimentation with emerging ai technology ‘Midjourney Bot’, exploring the interplay between time-honoured manual techniques and the realm of generated, instantaneous design. By feeding specific ideas and concepts to the bot, a series of generated images served as a wellspring of inspiration, catalysing the visionary concepts that define the collection and spotlighting the intrinsic value of human skill and labour-intensive processes within a rapidly digitising landscape.
A perfect, inspiring ending to Day One!
© Simran Kaur (@simran_k_01) & OMNISS
DE FICHIER EPISODE 3
PRIVATE PRESENTATION & SHOWROOM
© Victoria BarreLL (@victoriabarrell_)
Another season calls for another De FIchier presentation! Greeted by a sense of nobility and exquisite drinks at Whitehall-based Carlton House Terrace, DE Fichier held a private viewing for an exclusive guest list gracing both industry professionals as well as the designer’s inner circle.
Showcasing their latest collection EPisode 3, guests were introduced to a perfectly struck balance between conservative and revealing pieces, encapsulating the contradictory dual identity of uniforms and expressing the concept of people disobeying orders within the confines of the rules. Episode 3 interprets the uncertainty of the future world by adopting various changes in silhouettes, structural lines, dividing lines, and fabrics of the garments, including dramatically wide or high padded shoulders, as well as 3D geometric prints, oversized long sleeves, and square patch pocket designs.
The Presentation and succeeding Showroom were truly mesmerising and continued the innovative spirit we have been seeing this particular LFW!
© Victoria Barrell
PAM HOGG SS24 APOCALYPSE CATWALK SHOW
© KI Price
A renowned British designer, Pam’s eponymous brand is known for embodying the spirit of a romantic, rebel, and rockstar. Often referred to as the "Caledonian Queen of Cling," she defied fashion norms with provocatively punk and original designs using counterculture materials like PVC and leather-infused jerseys with leather, gold lurex, sheer mesh, and metallics, many of which she has been repurposing for over two decades.
Starting off with a drinks reception sponsored by Eco Fêtes, we welcomed an extensive and exciting list of VIPs at Protein Studios, based in the equally exciting Shoreditch. Once everyone was seated A fashionable time later, lights went off and the powerful voice of the late Sinead O’Connor filled the room, accompanying the models as they presented each look with a duality of fierceness and melancholy. Culminating the show with a big round of applause, Pam graced the catwalk alongside her models, followed by a bustling and ecstatic gathering of press, photographers and friends backstage.
A truly memorable evening!
© Nici Eberl, Ben McQuaide (Backstage)
UNDEFINED CATWALK SHOW
© Chris Yates (@itschrisyates)
What started as an amazing LFW season with Undefined also wrapped up with the Argentinian Label, as they presented their first ever European catwalk show!
We found ourselves at Protein Studios for a second day in a row alongside our amazing collaborators at Fashion Scout and Undefined’s generous Sponsors of this season, Hennessy, Apostoles Gin and ish Water. After Welcoming another roster of VIPs and brilliant industry guests at our last LFW drinks reception, seats were filled quickly in anticipation of Undefined’s show. It did not take long for it to begin with a flash and bang: Models strutting in confidence, presenting over 30 looks derived from their capsule collections whilst accompanied by alternating light and domineering sound. Undefined also used the catwalk to help promote fellow Argentinian brand Versuseyes, whose glasses framed several models. Cheers and applause could be heard even before the designers themselves came onto the catwalk, making us all extremely proud of them.
An afterparty followed shortly, occupying the entirety of the Protein Studios front, where the Undefined team, models, guests and our team members were able to round up LFW in a euphoric manner. Many Networking opportunities, glasses and cans of delicious beverages later, the space cleared, marking the end of I.Dea Pr’s LFW September 23 season.
Thank you so much for having been a part of it all, whether in person or through supporting us online x