"We thought about presenting our new collection in a total random and public place, we wanted it to be like a "fashion flash-mob." It's always a challenge to keep people on their toes in anticipation... But I think that today's show really did surprise. We noticed how the supermarket aisles served as a natural catwalk, so we got thinking about how we could turn this idea into reality. We had wanted to do a collaborative project with Red Bull for a while and this seemed like the perfect fit."
- Marc Moore [Design Director]