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The setting for the Stolen Girlfriends Club’s most recent collection, “Untitled“, took place in an unexpected location, the New World Supermarket in Auckland, New Zealand. For 6 minutes, the aisles of the store were used by the 20 models in the show as they strutted their stuff down the “runway”.
The intent was to move fashion from where you usually expect it to be and place it a more grounded location that everyone can access. A very bold and experimental move that defines the label very well.
Design director Marc Moore commented,
“We thought about presenting our new collection in a total random and public place, we wanted it to be a like ‘fashion flash-mob. We noticed how the supermarket aisles served as a natural catwalk, so we got thinking about how we could turn this idea into reality.”
Pictures of the show:
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Report04/10/11 8:12 pm
WHOA! this is such a totally neat idea! They are modeling in a supermarket! Totally random and unique! Thank you so much for sharing!
03/23/11 4:57 pm
lol in the supermarket? haha so out of place and random but really cool idea! thanks for sharing! wow...the collection is “Untitled” XD that itself is a title hee~
This is cool! very creative. :D Sometimes you can get creativity from something around you.
03/20/11 11:06 pm
Wow, haha. I can’t stop laughing. I mean, you’re just shopping for groceries and all of a sudden, these models come out from nowhere, just walking down the aisle and you’re thinking, what on earth? XDD
03/20/11 9:59 pm
LMFAO… this reminds me of America’s Next Top Model. there was a challenge where the models had to go walking in the middle of the streets and making cars stop on green lights. it was hilarious and they were all freezing too, walking with no coat on XD
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