January 11th, 2017
New Look Men team up with Rollacoaster Magazine to celebrate the formidable BoomBox ten years on.
BoomBox is a name synonymous with the fashion elite. Undeniably one of the most prestigious cult nights of the noughties, the seminal fashion party attracted industry powerhouses, including designers, photographers and creative directors as they took their first steps into the huge and unpredictable world of fashion.
Adored by the likes of Henry Holland, Giles Deacon and Gareth Pugh, the event was curated by Richard Mortimer, editor of the fashion week must-read Rollacoaster Magazine. As part of the AW17 show schedule, New Look Men teamed up with Rollacoaster for a one-off BoomBox event to celebrate the party ten years on – and we were lucky to enough to get hold of the hottest ticket in town.
Held at London’s edgy Hoxton Square Bar & Kitchen, which has previously held major musical events for the likes of Grimes, Foals and Florence & The Machine, the party included delightful drinks served up by Jack Daniels and a guest list containing many of the names at the forefront of the British fashion industry, including designers Henry Holland and Bobby Abley and Chief Exec of the British Fashion Council Caroline Rush CBE.
Catering to the eclectic crowd, which also included major names from non-fashion industries such as olympian Tom Daley, Arsenal footballer Hector Bellerin and musician Connor Maynard, the three different rooms that make up Hoxton Square Bar & Kitchen ensured that there was something for everyone. The main bar & kitchen areas enabled attendees to relax and sip on Smirnoff and Warsteiner while discussing this season’s hottest shows and must-have pieces. The event space was a little more electrifying. Within the smokey, blue-hued room, party-goers grooved to a plethora of bouncy beats provided by designers and photographers such as Henry Holland, Matthew Stone as well as Bobby Abley and Charles Jeffrey who both presented their AW17 collections at this season’s LFWM – they were to die for FYI.
The lively event and amazing atmosphere highlighted that despite the 10 year absence, BoomBox has maintained its relevancy and would be more than capable of making a full-time comeback. The demand is always incredibly high for fashion events that accommodate every corner of fashion, and New Look Men x Rollacoaster x BoomBox won over the hearts of the fashion gang.
The high-fashion event was made possible with the help of high-street super-power New Look Men, who continue to build on their reputation for ensuring that the British man is styled to perfection. With over 850 stores, including 266 across the world, it’s clear that the New Look brand is ever on the up. With new lines added weekly, much like BoomBox, New Look embrace the ever-changing face of fashion and ensure that each and every fashion-lover is kitted out in the most up-to-date threads.
We’ve heard on the grapevine that the cult fashion party will have an open-to-all event lined up in the not too distant future, and if the New Look Men x Rollacoaster offering was anything to go by, you don’t want to miss it.
Words: Ryan Cahill