FASHION – Page 62 – Freak Deluxe

HYPE X ASOS MONOCHROME COLLECTION

Having been recognised in recent seasons as a brand with truly international influence, Hype sounds the bell today for its rapid, unruly rise by announcing a covert collab with global online fashion and beauty retailer, ASOS – Hype x ASOS Monochrome Collection.

The renegade fashion label has thrown us a stylistic curveball, too: the collection is fully monochrome and print-free, yet somehow retains all the insubordinate inclinations of the brand’s previous work.

A darker-than-usual aesthetic is prescient throughout the collection: tense, edgy lines snap with bold, brassy branding; shadowy blacks wrestle blinding, moonlight whites; minimal throughout, sumptuous within – ubiquitous but totally unique, that’s the brand’s way.

In short it’s a Hype collection like nothing we’ve ever seen before and may never see again. It contains 18 new pieces and is available exclusively at www.asos.com from today!

Prices are:

T-Shirts – £25

Dress – £30

Sweats – £40

BEYOND RETRO OUTLET STORE?!

Exciting news for all vintage lovers and spend savvy shoppers..

This weekend, Saturday 12^th April to be exact, the Beyond Retro flag ship store at Cheshire Street will be opening up half of its floor to a brand new shop-in-shop, it’s very own OUTLET store! Inspired by Sweden’s new Malmo store they couldn’t resist not to let their UK customers in on the action too.

Vintage must haves will fill floor to ceiling from 10%- 50% off ending the week with a super 75% off Sundays, when everything in the outlet will see a huge reduction.

The concept behind the store is a simple one, product will be whizzing its way into store weekly, these will be items not having been in Cheshire Street before on a weekly rotation increasing in discount each week using a colour coded system so its super easy to know just how much cash you will be saving.

Shoppers will be able to enjoy a special opening weekend on Saturday 12^th April with 50% off everything in the marked down area, the best bit? This will be permanent fixture in this store and the product is as amazing as ever.

Go and celebrate, head down to Brick lane from 10am Saturday 12th April to bag some amazing garb at an even more amazing price. 110-112 Cheshire Street, London EC2 6EJ.

i-D’S A-Z OF PRONUNCIATION

This sharp video was conceptualised by i-D, styled by Michelle Cameron, directed by Barnaby Roper and is i-D’s playful take on pronunciation that teaches you how to speak your international fashion alphabet.

Lindsey Wixson, Liu Wen, Sigrid Agren, Xiao Wen Ju, Grace Mahary, Tao Okamoto, Soo Joo and Grace Bol are some of the 26 names to guide you through the A-Z of fashion’s hottest property, with each model wearing the brand they represent in this short. Wixson’s iconic pout and robot voiceover gives the phonetic pronunciation from Azzedine Alaia (AH’ZE’DEEN AH’LAI’AH) all the way through to Zegna (ZEN’YA).

Hop over to i-D.com for credits and a chance to win £1000 worth of clothes!

TK MAXX ME. BY ME CAMPAIGN

The official TK Maxx Me. By Me. Spring Summer 14 Spring Summer 2014 campaign is here! The retailer has plucked eight British normal shoppers to star in their latest ad campaign, Me.By.Me, including 82 year old Martin from London and glamorous 62 year old Olga, who fabulously models a swimsuit.

For the first time, TK Maxx has gone into stores and featured its own shoppers from obscurity to represent the brand and inspire others to celebrate the wonderful things that make them unique. The campaign centres around the insight that people are at their happiest and most confident when they are their true selves. It aims to inspire shoppers to unlock their individuality and celebrate their own individual sense of style.

The models, who were scouted in TK Maxx stores across the UK include 25 year old, Pia Sarkar, a student from London, and 62 year old Olga Taylor, who beautifully models TK Maxx swimwear.

TK Maxx is also inviting people to share their individual style with the world by hash tagging their photos and videos, which will be collated online at mebyme.tkmaxx.com, an online destination full of inspirational images and videos from real shoppers who are celebrating their own style identity and encouraging others to do the same. #mebyme

ADIDAS ORIGINALS BRAZILIAN COLLAB FOR SS14

We are living for the printed co-ords from the Adidas Originals x The Farm collaboration! Spring/ Summer 2014 sees the launch of an exclusive collaboration between two of the world’s most evocative brands.

Taking iconic styles from adidas Originals rich heritage and reworking them through a series of The Farm Company’s signature prints, a partnership has developed that promises to blur the lines between sport and street style in an explosion of colour. The result is an exclusive collection of feminine pieces that contemplate the Originals lifestyle with four different exciting, vibrant prints developed artistically by The Farm Company.

To celebrate the launch and bring the patterns of the collection to life, artist / illustrator / film maker / photographer Rosanna Webster to create a London-centric film and supporting imagery.

She says of the project: “I absolutely loved working on this collab project with adidas Originals and The Farm Company – the collection is really beautiful so it was great to play with and animate. The film reimagines the vibrant prints, bringing the energy and pulse of Brazil to the city.”

The collaborative collection between adidas Originals and The Farm Company is available from adidas Originals outlets and online now, price points range from £25-£67. Click here to shop the collection.