If you haven’t noticed (perhaps you’ve been blocking it out mentally), summer has gone! Gone are the days of eating al fresco, aimlessly wandering through a park, and sweating like a beast in heat. Goodbye flip-flops, shorts, t-shirts and ice blended drinks; we will miss you – at least until we get in to the autumn/winter swing of things. In order to help us get in the mood for the new season, Octagon Marketing held a rather suave event over the weekend at M1NT. ‘Dream City’ was a night of fashion and cosmopolitan glamour – a well executed toast to the change of seasons – to the change of fashion at least.
Several months after the catwalks of the World were graced with gems of autumn/winter fashion collections; the drama of the fashion industry and the buzz of the media were bought to M1NT’s notorious bar top runway. A collaboration between Shanghai based fashion boutique ‘Jade en plus’, Toni & Guy and a jewellery designer from Shanghai (the name of said designer has unfortunately escaped us – we’re blaming the dodgy microphone the presenter had to put up with!) the event was co-ordinated by Octagon Marketing.
Perched on the 24th floor with views of Lujiazui and the Bund, M1NT made sure you felt glamorous even if you turned up in a bin bag – we’re pretty sure one or two girls may actually have done this. To help the evening go down that little bit sweeter, canapés, chocolates and cakes were provided by ‘WaffleBoy’ and ‘hoF chocolates’. It inadvertently turned into the ugliest part of the evening…there’s just no stopping some people from getting their hands on a free lemon meringue. The scrum of the buffet table aside, it was ‘Jade en Plus’s’ A/W collection and the hair show that people were there to see.
They say you should deliver the bad news first in order to lighten the mood with good news, something we’re guessing the organisers were only too aware of. The Toni and Guy hair show was first and in our opinion it was certainly ‘bad news’. Considering that the guys of Toni & Guy were orchestrating the hair show, we were expecting wacky, crazy and off the wall. What delights would they showcase? Sparklers? Feathers? Bouffants? Various miscellaneous objects? How about none of the above? Of the 6 models, all in plain black dresses wearing jewellery from the ‘mystery’ designer, there were only 2 hair styles that we couldn’t have seen if we ventured down the local fish market. If their brief was flat, lifeless up-does then they did well; if not, then they failed.
There was a short break, more jostling at the food table for the amazing chocolate truffles from ‘hoF’, and then the main event – ‘Jade en Plus’s’ fashion show. Along the bar top catwalk were 4 white mannequins in dresses and on the dance floor (that was doubling up as another runway) 8 more ‘mannequins’ covered in black cloth. We assume that the idea was to give the impression that the models were not actually under the cloths, although one poor girl had a bit of a spasm and gave the game away. One model strutted along the bar posing with the mannequins whilst the other girls were unveiled. Waistcoats, boots, blazers and a fantastic fur playsuit graced the stage showcasing the highlights of the ‘Jade en Plus’ autumn winter collection. Voguish, three dimensional cuts; which whilst looking comfortable and practical still oozed chic glamour prompted ‘Ooohs’ and ‘Aaahs’ from the audience. The show ended in a final line up with an unannounced guy – we assumed him to be the designer, and then the partying began.
Over all, we would rate the evening as a success: the fluency and execution of the event was great. If you were unable to attend the event over the weekend, then fear not – Shanghai Fashion Week is just around the corner, and we’re sure their collection will have us pining for the Spring/Summer we never knew we liked.