H&M and Mugler celebrates the forthcoming launch of their much-anticipated collection with a cultural moment encompassing entertainment, music, performance and fashion with a multi-facetted show in NYC involving a concert, catwalk and party at the at the Park Avenue Armory in Manhattan, NYC recently.
The event was attended by numerous members of the Mugler community including Pamela Anderson, Charli XCX, Chloë Sevigny and Lourdes Leon who all wore pieces from the Mugler H&M collection. The event featured a group concert by musicians Shygirl, Amaarae and Eartheater, all of whom star in the Mugler H&M music video and were dressed in exclusive looks from the new collection. Each artist performed a series of their own hits, before uniting to perform a new version of the 90s club classic “Music Sounds Better With You”, a track specially commissioned in celebration of the Mugler H&M collection.
The performances were punctuated by a runway show, alongside dance performances and DJ sets by Bobby Beethoven, Goth Jafar and Asmara at a subsequent after-party. The event was curated as a special hybrid, bringing together sound, style, live performance, club culture and dance, all while nodding to the theatricality and flamboyance that has been a signature of the house from its inception under Thierry Mugler through to its current incarnation under the direction of Casey Cadwallader.
With over 800 guests in attendance, the event encapsulated the sense of diversity and inclusivity that is central to Mugler and that underpins the democratic ethos of the H&M designer collaborations. “Mugler has always been a house with a lot of cultural soul, and this event was a celebration of our long association with music, dance and performance. It was the ideal celebration of the Mugler H&M collection, and the perfect way to welcome people into our world – an unforgettable night built around freedom, personal expression and liberating, bold fashion.” – Casey Cadwallader, Creative Director at Mugler.
“This event was a true cultural moment – a tribute to Mugler’s long history of welcoming people into a world of transformation and self-expression. When you think of Mugler you think of show-stopping fashion and catwalk theatrics, and this was just that. – Ann-Sofie Johansson, Creative advisor at H&M.
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