For London’s high-fashion enthusiasts, MACHINE-A is the Soho one-stop shop stocking some of the industry's most exciting talents. You can thank founder Stavros Karelis’ masterful eye for curation bringing the likes of Raf Simons and WINDOWSEN to Brewer Street. Well, the cult multi-brand retail space is aiming for world domination with the opening of a MACHINE-A flagship in Shanghai. To celebrate the opening of the new location, the shop has enlisted the help of both London and Shanghai creatives along with some of the industry's biggest names on a fashion film celebrating cross-cultural collaboration.
Directed by emerging Chinese image-maker Aj Duan, the film is an exploration of post-pandemic youth culture. Shot in both London and Shanghai it features musicians, actors, DJs and drag artists parading across their respective cities decked out in MACHINE-A stocked brands. Supplementing the youth-driven film are voice memos from some of the industries most revered names including Matthew Williams and Martine Rose interpreting the letter 'A' as well as explaining what MACHINE-A means to them. The choice to juxtapose established names with the frivolity of explorative adolescence follows MACHINE-A's forward thinking perspective. After all, it's the positioning of emerging designers among industry greats that sets it a part from its competitors.
You can check out MACHINE-A's Shanghai film below.