Supermarket Aisles Become Catwalks

Stolen Girlfriends Club pulled off a rather brilliant piece of PR last week, when they sent their SS11 collection, Untitled, down an unusual catwalk - the aisles of New World, Victoria Park, in Auckland.

For 6 minutes, the supermarket was taken over by twenty models treating each aisle as a catwalk, and the public were the inadvertent guests to the ‘Untitled’ show.

Marc Moore, design director of Stolen Girlfriends Club, had wanted to present ‘Untitled’ in a location that took fashion out of its usual context.

“We thought about presenting our new collection in a total random and public place, we wanted it to be like a ‘fashion flash-mob. It’s always a challenge to keep people on their toes in anticipation but I think that today’s show really did surprise”.

The show was a collaborative effort between SGC and Red Bull, who hasworked alongside SGC since its inception in 2005.  Red Bull Culture Manager Grace Bull says:

“Red Bull and Stolen Girlfriends Club share the same passion and vision for doing things in a non conformist way. We have a reputation for giving ‘wings’ to people and ideas and this was the perfect opportunity.”

Check out the video of the show below: