Mon, 26 Sep 2011 04:33:44 GMT | By Rachel F

Area27

Bernard Chandran's newest fashion project slash multi-label store.


Area27 (© Area27)

Kuala Lumpur, or more specifically, Jalan Bukit Bintang, just got itself a chic new addition, and it goes by the intriguing moniker Area27. It is homegrown international designer Bernard Chandran's latest project, and it 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 expressions on fashion, and it represents the pop culture of the young and 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. 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 himself stated, 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," he said.

To get you in an anticipatory mood, the store has also launched a teaser site at www.area27.com.my (the actual site will be launched on the same day of the store's opening - 15 October 2011). You will be greeted by a hip video showcase of Area27, featuring none other than the effervescent Bernard Chandran himself 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. Visitors will also see information about a contest organized by the store where participants will stand to win merchandise from Area27 itself!

Area27 is due to open on the 15th of October 2011 at Lot D3, Basement Floor (Street level) Block D, Fahrenheit 88, 179, Jalan Bukit Bintang, Kuala Lumpur.

Click next to view more pictures of the store.

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