One of Malaysia’s most enduring and well known designers, Bernard Chandran will be launching his new store, Area27 at Lot D3, Basement Floor (Street Level) Block D, Fahrenheit 88, 179 Jalan Bukit Bintang, Kuala Lumpur on 15th October, 2011. It’s KL’s latest uber trendy, hip and sexy fashion destination. Located in the heart of Kuala Lumpur’s busiest shopping street, Area27 is a multi-label store-cum-hip showcase that defies traditional boundaries and re-defines high street fashion with an attitude.
Area27 presents ideal and artistic values and expression on fashion. Keeping with the unpretentious culture of this intelligent store, the merchandise represents the pop culture of the young and the fun-living. Like pop art’s take on fashion, it includes popular designs, music of different genres that personify cult abstraction, objects of desire to icons, ‘villains’ and ‘heroes’.
The labels that are sold here include the Puma Blackstation range like Alexander McQueen, Rudolf Dassler, Mihara Yasuhiro and Puma Area27 customised trainers. Area27 views fashion through a more unconventional lens. The store-cum-gallery reinvents itself each season featuring clothes and accessories from off track around-the-world labels including Natalija Jansone, Butterflysoulfire, Ana Sekularac, Rajesh Pratap Singh, Riccardo Forconi, Suzanne Werson, La Boite as well as Area27’s own labels like Forknspoon, BCArea27, Animal Kingdom, Tanestrran2001, Skullarea, words and Negaraku and a variety of graphic t-shirts by up-and-coming designers.
As Bernard Chandran cited, Area27 is an inspiration and channeling the soul, passion and fire of the teenage spirit. “It is for the individual that would like to find respite from the mainstream but at the same time is unwilling to compromise on style. This is where fashion becomes personal to the individual. We are happy to hear your own interpretation of this place,” said Bernard Chandran.
There are contests running (please see Area27’s website). On the website it also features a video featuring Bernard Chandran in a series of inventive perspectives, as he takes you on an introspective tour on the prediction of everyday attire that people will wear across the Malaysian pop culture and high street scenes.