H&M and Mugler hosted a cultural event on April 19 at the Park Avenue Armory in Manhattan, New York City. And Johannesburg, South Africa, was on May 10th, a rather historic day in SA. The Urban Atlas Studios in Johannesburg were converted into a cultural hub for this swanky event, which, like the star-studded New York City debut, was packed with the industry’s best fashion enthusiasts and A-list celebrities. It’s always a cultural success when the worlds of fashion, music, and entertainment come together under one roof. The event, of course, was a celebration of H&M and Mugler, a commemoration of their eagerly anticipated collection.
The South African event featured a fashion pop-up showcasing the latest Mugler H&M collection and a number of performances and entertainment. Every invited guest had the opportunity to experience the H&M Mugler collection in 4K, and those that have seen it can’t stop bragging about the quality, style, and overall inclusiveness of the collection.
The A-Listers
“Mugler has always been a house with a lot of cultural soul, and this event was a celebration of our long association with music, dance, and performance. It was the ideal celebration of the Mugler H&M collection and the perfect way to welcome people into our world—an unforgettable night built around freedom, personal expression, and liberating, bold fashion.”
– Casey Cadwallader, Creative Director at Mugler
Global Launch
Pamela Anderson, Charli XCX, Chlo Sevigny, Lourdes Leon, and Dominique Jackson were among the Mugler community members who attended the H&M Mugler event, and they all donned Mugler H&M collection clothing.
Musicians Shygirl, Amaarae, and Eartheater, who are all featured in the Mugler H&M music video and who were all decked out in exclusive pieces from the new collection, each performer performed a number of their own songs. Before coming together to perform a fresh rendition of the 90s club favorite, “Music Sounds Better With You,” a song specially commissioned in honor of the Mugler H&M line.
The Launch
A fashion presentation, dance routines, and DJ sets by Bobby Beethoven, Goth Jafar, and Asmara were featured at the after-party in addition to the performances. With a nod to the theatricality and flamboyance that have been hallmarks of the house from its inception under Thierry Mugler through to its current incarnation under Casey Cadwallader’s direction, the event was curated as a unique hybrid, bringing together sound, style, live performance, club culture, and dance. The event, which drew over 800 people, perfectly captured the spirit of diversity and inclusion that is essential to Mugler and supports the democratic ethos of the designer partnerships with H&M.
Mugler H&M launched globally at selected stores on May 11, 2023.
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