After Virgil Abloh was named Creative Director for Louis Vuitton Menswear, the blend between luxury and streetwear emerged as a confirmed upcoming trend.
We had seen earlier luxury brands launching athleisure and sneakers to delight younger generations, and HBX forseeing this was planning its first-ever street X luxury collaboation recently unveiled in its pop-up in HK.
After launching a series of successful pop-ups in Hong Kong, HBX took a step
further to unveil the first collaboration with luxury brand LOEWE, launching Paula’s Ibiza II collection for SS2018.
Consists of Men ́s & Women ́s Ready-to-Wear and accessories, the Paula’s Ibiza collection fuses bohemian coastal dressing with the legendary Ibiza boutique Paula’s iconic prints and designs, chosen by LOEWE’s creative director Jonathan Anderson.
The collection’s playful colours and whimsical icons are re-imagined to a series of vivid, retro beach-inspired installations, drawing attention to the pop-up store. The youthful installation is complemented by digital and printed displays of LOEWE Paula ́s Ibiza Publication shot in New Orleans, a refreshing photography series by Gray Sorrenti, the daughter of Mario Sorrenti.
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A launch event was held to celebrate the first street-meets-luxury HBX pop-up with cocktails, DJ performances and more.