Z I D I, the avant-garde fashion label celebrated for its bold deconstruction and sustainability, debuted its latest collection, Flux, at London Fashion Week this February as part of the Hong Kong Trade Development Council’s (HKTDC) Fashion Hong Kong showcase. Rooted in innovation and diversity, Flux encapsulates the essence of rapid transformation, drawing inspiration from technology, time, and adaptability.
The collection explores themes of temporal flux, digital distortion, and the intersection of humanity with artificial intelligence. With asymmetric silhouettes, glitched aesthetics, and tactile craftsmanship, Flux creates an immersive narrative that speaks to our evolving realities.
The Runway Presentation:
1. The Flux collection received the loudest applause of the evening, with whistle cheers at the finale, reflecting how well it resonated with the audience.
2. The models’ unique, cheeky interactions with the crowd brought an infectious energy, and attendees were visibly engaged—camera phones were up throughout the entire segment.
3. As a special honour, Flux was chosen as the finale collection to close the show, representing Hong Kong despite being the newest brand (just 9 months old) alongside three other established brands, each with a decade of experience.
Collection Highlights:
– Innovative Techniques: Incorporating non-toxic, biodegradable molding materials and zero-waste practices, Z I D I pushes the boundaries of sustainable craftsmanship.
– Futuristic Aesthetics: Optical illusions, moiré patterns, and bold color palettes—including electric blue, chartreuse, and deep purples—redefine perception and movement.
– Standout Pieces: Highlights include a trompe l’oeil chrome skin bodysuit, a deconstructed windbreaker sculptural puffer jacket, and the versatile six-way Fluke Backpack, designed for adaptability.
– Sustainable Materials: Featuring deadstock sheepskin, high-grade Eurojersey, and upcycled 90s windbreaker shell jackets, the collection champions eco-conscious fashion.
“Flux is about embracing change and the relentless pace of modern life,” explains the designer. “It captures the tension and beauty of evolving alongside technological advances, encouraging adaptability while celebrating individuality.”
Z I D I has already earned recognition for its disruptive yet wearable designs, with previous achievements including collaborations with Maison Margiela and Louis Vuitton, as well as custom creations for Megan Thee Stallion. The brand’s commitment to sustainability and inclusivity remains at its core, redefining modern luxury with every piece.
The runway presentation of Flux will deliver an immersive experience, featuring a soundtrack inspired by time dilation, holographic projections, and dynamic lighting to emphasize the collection’s themes of instability and motion.
About Z I D I
Founded by a former designer for Maison Margiela and Louis Vuitton, Z I D I is a forward-thinking brand that blends avant-garde aesthetics with sustainable practices. Known for its asymmetric silhouettes and innovative material use, Z I D I challenges traditional fashion norms while fostering inclusivity and environmental consciousness.
About Fashion Hong Kong
Fashion Hong Kong is a series of international promotional events organised by the Hong Kong Trade Development Council (HKTDC) since 2015 to promote Hong Kong fashion designers and labels in the global fashion arena. With footprints in New York, London, Paris, Copenhagen, Tokyo, Seoul and Shanghai, Fashion Hong Kong has participated in international fashion weeks and renowned events to showcase Hong Kong’s designers.
About HKTDC
The Hong Kong Trade Development Council (HKTDC) is a statutory body established in 1966 to promote, assist and develop Hong Kong’s trade. With over 50 offices worldwide, the HKTDC connects global businesses with Hong Kong’s dynamic marketplace, particularly small and medium-sized enterprises (SMEs). Through international exhibitions, conferences and missions, the HKTDC creates invaluable opportunities for business growth and people-to-people exchange.
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