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Stolen Girlfriends’ Club: away with snobbery, setting a catwalk show in a supermarket

Filed by Lucire staff/March 18, 2011/11.41

Stolen Girlfriends' Club at New World Victoria Park
Stolen Girlfriends' Club at New World Victoria Park
Stolen Girlfriends' Club at New World Victoria Park

We have to hand it to Stolen Girlfriends’ Club for its innovative supermarket catwalk on Thursday, which seemed very of-the-moment. The New Zealand fashion label took over the Victoria Park, Auckland branch of New World supermarket, with its models walking down each of the 20 aisles over six minutes, treating the public to an unanticipated fashion show.
   The latest collection, entitled Untitled, did away with the exclusivity and A-list invitations in favour of something more accessible to the public—if you happened to be shopping there at the time.
   ‘We thought about presenting our new collection in a total random and public place, we wanted it to be like a “fashion flash-mob”,’ said design director Marc Moore in a statement. ‘It’s always a challenge to keep people on their toes in anticipation but I think that today’s show really did surprise.’
   The presentation was done in association with Red Bull, which had admired the brand’s non-conformity since its founding in 2005.

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