To celebrate 25 years in menswear, the iconic Savile Row tailor Ozwald Boateng closed London Fashion Week with a spectacular show held in the Odeon Leicester Square on Wednesday 22nd September 2010.· A 4 minute preview of ‘A Man’s Story’, Ozwald Boateng’s first feature length film was shown.
· Catwalk show with 100 male models, including Tyrone Wood & Sam Branson.
· Following the show, the 100 models walked in procession through Leicester Square, across Piccadilly and up Regent Street to Ozwald Boateng’s Savile Row atelier.
· The Odeon was scented with a bespoke fragrance created specifically for Ozwald Boateng, for the event by Professeur de Parfums Roja Dove.
· Sponsor Moet & Chandon provided mini bottles for each guest in the Odeon.
Globally renowned for melding traditional tailoring techniques with sharp cuts and a very modern use of colour, Boateng has dressed an incredible array of A-list talent (David Bowie, Mick Jagger, Robbie Williams, Daniel Day Lewis, Jamie Foxx to name but a few) and, even, the world’s most powerful man Barack Obama. The red carpet event in Leicester Square was attended by over 1,500 guests including VIPs, captains of industry and key members of the style press.
Boateng also used the opportunity to exclusively preview the documentary film ‘A Man’s Story’, which candidly charts his business and personal life throughout the late nineties and the noughties. Filmed over the space of 12 years, it provides a unique insight into how the most talked about tailor on Savile Row has become a global luxury menswear brand.
The groundbreaking fashion show featured over 100 models wearing both A/W 2010 and S/S 2011 collections. To further add to the cinematic feel of the evening, the event featured surround sound and a unique fragrance by Roja Dove was piped into the auditorium, immersing viewers in an unforgettable 4-dimensional experience. The models then left the cinema and walked in a procession back to Savile Row, lead by Sam Branson.
View the collection here.
Photos and text Copyright & Courtesy Starworks London.
