Punk it UP!

Punk it UP!

To celebrate its first season as principal sponsor of London Fashion Week, Sunglass Hut hosted a punk-style afternoon tea inspired by its Punk it UP! campaign

Punk it UP!

Sunglass Hut marked its first season as principal sponsor of London Fashion Week with an exquisitely British fashion day.

19th September was the date for three events capturing the true spirit of London: a catwalk show by Sibling London, famous for its colourful, vibrant knitwear; luxurious 3D prints by Holly Fulton, known as the queen of prints; and, in the evening, the much-awaited runway show by Gareth Pugh, master of extreme volumes and unusual materials.

Dubbed “the mad prince of British fashion” by the press, Gareth Pugh has joined forces with Sunglass Hut to design the London Fashion Week tote bag. Specially created and customised for the London Fashion Week by a different British designer each time, the bag has become a must-have piece for fashionistas. 

Gareth Pugh and Sunglass Hut have come up with two different bags: a canvas version personalised with a picture of the designer’s face in the colours of the Union Jack (find out how it was made); and a black leather version of the same design which will be given out to selected influencers, bloggers and journalists.

In the creative spirit of London Fashion Week, an exclusive – and unexpectedly punky – afternoon tea was held on 19th September. The Punk Avant-garde Tea Party was inspired by Sunglass Hut’s latest campaign, Punk it UP!, starring the brand’s global ambassador Georgia May Jagger dressed in studded leather jacket and oversized sunglasses.

In keeping with the theme, the location was decked out for a punk banquet, complete with graffiti-decorated cups and eccentric patterned tablecloths – a direct contrast with the delicate fare on offer, including all the traditional sweet and savoury treats for an English afternoon tea. A special music performance helped the Sunglass Hut party go with a real swing. 

Published on Sep 23 2015