“The word Neonyt comes from the old Greek word “neo” (meaning ‘new’, ‘revolutionary’) and the Scandinavian word “nytt” (meaning ‘new’). Neonyt show director Thimo Schwenzfeier reflects on the organisations mission through connecting to the process of change we are experiencing in the fashion industry today– from digitalization, influencers to new sales and communication channels, and of course the major trend of sustainability.” The fashion show’s theme this year was water and this ideation of flow was vivid as ever in the style and selection of outfits, curated by the talented Claudia Hoffman.
From a set of androgynous models opening the show together, dressed in shades of white and wearing layers of mismatched fabrics and textures , we were transported to the future – or now – where everything we know is fluid. With flashes of the past in the models crimped hair and even a hair do reminiscent of JT’s ramen hair from the 90’s, we were reminded that style today is not created without inspiration from the past.
Just as we thought things were going backwards, models began walking out in thin, black wrap around sunglasses (think Neo, from the matrix) and we were back to the future. This mix of old and new, a sudden introduction of colour and emblazoned cerulean blue looks began to storm the runway, leading us through to observe a leak of colour from forest green, sunshine yellow, magenta pink and finally, an orange geometric print two piece suit. Designers included Brachmann, Woldford, Spatz Hutdesign Passau and Velt.
One special mention to Klarna for one of the best marketing activations we’ve experienced in a long time… This fintech business put together their very own plush pink velvet massage parlour, hired professional massage therapists and adorned the area with fresh flowers. We can absolutely confirm their mission to provide smooth experiences (both offline AND online) is a success thus far. And did we mention their celebrity endorsement is Snoop Dogg?
Header Image Photo: Xinhua/Binh Truong