EVISU HOTROD S/S 2013 FASHION SHOW WITH EDISON CHEN

Edgy jeans brand Evisu unleashed their super-charged Spring-Summer collection to a packed house in Shanghai, with Pure responsible for everything from the initial concept to the final electrifying execution. 

Visceral neon and industrial chop-shop design touches decked out the space, dominated by an epic two-tiered stage crafted in neon and scaffold. Local rock bands Banana Monkey and F&F got the crowds revved up, while live tattooists produced temporary custom body art. Also in the mix, secretive British graffiti artist INSA sprayed a provocative new piece of art onto the wall, while mixologists from sponsors Belvedere vodka worked up to-die-for cocktails that went alongside specially-prepared 'gourmet junk food'. 

After the mind-blowing fashion show featuring out-of-this world custom video mapping, movie star Edison Chen waltzed on to the stage to charm attendees and promote his on-going collaboration with the brand. A wild VJ-led after party ensued sending guests into a Belvedere-fuelled frenzy.