APUJAN Unveils ‘Mirror, Keys and Drink Me’ Collection at London Fashion Week SS25
APUJAN unveiled his latest collection, “Mirror, Keys and Drink Me,” during London Fashion Week SS25 on September 16th. The collection pays homage to various literary works, including Alice in Wonderland, and explores themes of fantasy and the blurred lines between reality and virtual reality in modern society. Much like Alice after drinking the magical potion, the collection reflects how people today are uncertain about their own proportions and the dimensions of the space around them.
The runway showcased a variety of totemic elements inspired by Alice in Wonderland, such as rabbits in mazes, keys, and suits of playing cards—spades, hearts, diamonds, and clubs—alongside chess motifs in thirty different ensembles. Characters like the Mad Hatter, a rabbit, a high school student, and a giant chess piece complemented the clothing. APUJAN’s cat mascot, MOON, also made an appearance wearing a wizard hat.
To emphasize the theme of uncertain size, the catwalk featured oversized accessories like an extra-large yarn ball, a giant pencil, huge playing cards, large chess pieces, an enormous bow tie, and a big brand button. Models carried super-mini mannequins adorned with outfits. The collection included big pockets, large bows, slightly oversized shirts, and hats, embodying a fantastical world where proportions are distorted.
Consistent with APUJAN’s signature style, the collection utilized a variety of original fabric developments, knitting techniques, jacquards, and prints. The designs seamlessly blended Eastern and Western influences, as well as retro and futuristic elements. Traditional oriental clothing details were thoughtfully integrated into modern garments.
In collaboration with literary works, APUJAN transformed the mountaineering stories of Chen Dezheng, a Taipei Literature Award winner, into a large book-page cloak. He also incorporated Go game scores recommended by international professional Go player HJJ onto fabrics, creating a chess-themed dress distinct from his previous book-page designs. This element echoed the contrasting chess styles of the East and the West. Additionally, models wore pieces featuring text from How to Live Safely in a Science-Fictional Universe, a literary award-winning masterpiece by Taiwanese-American writer Charles Yu.
APUJAN collaborated with a team experienced in film production design to create accessories and props. Music producer DJ ‘So Lonely’ was enlisted to compose and perform original music live during the show. The music mirrored chapters from Alice in Wonderland, using sounds like alarm clocks to guide the audience alongside the hurried rabbit. The opening narration was voiced by award-winning Taiwanese actor Mo Tzu-yi.
Continuing the Alice in Wonderland theme, DJ ‘So Lonely’ re-sampled and performed “Dennis in Wonderland 2022,” co-written with Mo Tzu-yi and Huang Yu-Xiang, as a one-person orchestra. He utilized electronic alarms, AI monologues, toy sound effects, and distorted piano collages to create fantastical soundscapes. The music featured fashionable and psychedelic rhythms exploring different aspects of “time,” paying tribute to their favorite band, Pink Floyd.
APUJAN’s show attracted various fashion media, as well as actors and celebrities from the UK and his hometown Taiwan. The show’s footwear was once again sponsored by NIKE. Hairstyles were crafted by Japanese hairstylist Takuya and the DAM team, while makeup was provided by Yin and partnered cosmetic brands.