LONDON, Sep 23, 2010 / — Celebrating 25 years in business, iconoclastic Savile Row tailor Ozwald Boateng closed London Fashion Week with a spectacular show held in the Odeon Leicester Square on Wednesday 22nd September 2010.
With VV Brown, Piers Morgan & Celia Walden, Kelly Hoppen, Sam Branson, Mica Paris, Ed Vaizey – Minister for Culture, Communications and Creative Industries, Amber Rose, David Haye, Lisa Butcher, Melissa Odabash, Michelle Williams, Shingai, Jo Wood, Nick Rhodes on the red carpet, it was a double show for fashionistas as celebrities competed with the models on the runway for camera time.
During the show, a 4 minute preview of ‘A Mans Story’ Ozwald Boateng’s first feature length film which candidly charts his business and personal life throughout the late nineties and the noughties. Filmed over the space of 12 years, it provides a unique insight into how the most talked about tailor on Savile Row has become a global luxury menswear brand.
After the film, 100 male models including Tyrone Wood & Sam Branson paraded on the catwalk.
Following the show, the 100 models walked in procession through Leicester Square, across Piccadilly and up Regent Street to Ozwald Boateng’s Savile Row atelier
The Odeon was scented with a bespoke fragrance created specifically for Ozwald Boateng for the event by Professeur de Parfums Roja Dove while sponsor Moet & Chandon provided mini bottles for each guest in the Odeon.
Globally renowned for melding traditional tailoring techniques with sharp cuts and a very modern use of colour, Boateng has dressed an incredible array of A-list talent (David Bowie, Mick Jagger, Robbie Williams, Daniel Day Lewis, Jamie Foxx to name but a few) and, even, the world’s most powerful man Barack Obama.
The red carpet event in Leicester Square was attended by over 1,500 guests including VIPs, captains of industry and key members of the style press.