Moonstruck: Sir New York creates scented futurescape

18.02.2014 Sir New York : Scent : NYFW

New York – For its presentation for New York Fashion Week, futuristic streetwear brand Sir New York created a multi-sensory spectacle that included a customised scent.

The presentation was lit by ultraviolet lights and featured models standing on a post-apocalyptic bed of discarded tyres, their hair glowing toxic-waste orange. A frankincense and sandalwood scent gave an other-worldly feel to the collection, which was called Black Moon. A video inspired by astrology played on the upper wall as guests circled the models in a cult-like ritual atmosphere.

‘When a scent is pleasing to me, I feel warm and relaxed and want to stick around,’ Sir New York designer Auston Björkman told the New York Times. ‘For this collection, we want to create a futuristic moonscape to complement the collection.’

Sir New York is an emerging brand that uses materials such as mesh and neoprene to blend elements of goth, athletic wear, streetwear and high-end fashion.

More designers and entertainers are creating multi-sensory experiences in a bid to immerse consumers more fully in their work. For more, book a seat at our forthcoming Spring/Summer 2014 Trend Briefing.

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