Sirloin at Shanghai Fashion Week

Shanghai based international womenswear label Sirloin, founded by the Japanese-Swedish Duo Mao Usami and Alve Lagercrantz just showed their Autumn-Winter 2017/18 ready-to-wear collection during Shanghai Fashion Week. Their ultimate vision is to create a full wardrobe literally from inside out – owning underwear that matches with your favorite outfit is the true luxury.

Sirloin is a brand that celebrates the importance of laziness and stupid elegance, which requires a different kind of confidence. The collection focuses on the intellectual questions that every Sirlon girl would ask herself during their brief moments in the toilet – a place that allows the trivial, silly yet brilliant questions and ideas in life flow free. Fabric and design plays around the idea of the confident Sirloin girl who loves wearing old men’s clothes.

From classic vintage check corduroys and cashmere to Chinese sand-washed silk jux-taposed against hairy sweatshirts, velvet mesh and toilet paper pattern towel, presenting the narrative of Autumn-Winter season. The collection finishes off with outdoor wear in underwear details, intending to complete the ready-to-wear collection with underwear. This accentuated the brand’s vision of creating a full wardrobe, by merging underwear/lingerie with ready-to-wear system.

By presenting their collection at unspecified places, outside on a skyscraper rooftop and inside a suite, without any audience rows participating, they are proposing a new way to present a fashion collection, questioning the current form of visualization in order to reach a wider audience.