The Armory on the Hudson New York City was transformed from an indoor track and field stadium to a fashion arena for the global launch of the Alexander Wang X H&M collection.
“Tonight’s celebration truly reflected the theme of the Alexander Wang x H&M collection. It was like being at the ultimate meeting between fashion and sport, and it was perfect to launch it here in New York,” says Margareta van den Bosch, H&M’s creative advisor.
Free runners used the set as a Parkour performance to kick off the show, celebrated by an audience waving foam boxing gloves and wearing athletic tanks for Team Wang and Team H&M.
The catwalk turned into a dance floor, as DJ Jesse Marco took over straight after the show, with a surprise set by Missy Elliott opened by Sharaya J.
“The collection is hot. It’s fly, it’s edgy, it’s everything. I love it,” says Mary J. Blige.
In addition to the crowd of celebrities and fashion industry press, fans of both brands attended, by winning invites to the launch event through a golden ticket initiative via vending machines held in selected H&M stores around New York.
The performance-wear inspired collection presented on the futuristic racetrack runway will be available in 250 stores worldwide and online starting November 6th, 2014