The Bite Magazine - Autumn/Winter 2022 - Issue 32

biteaccessories EFLY OF I n early November, Soho streets were flooded with pop culture enthusiasts excited about the exclusive, first-of-its- kind EMEA event at 15 Bateman Street in London. We were here to celebrate the launch of the House of Loungefly’s latest col- lection attracting crowds of European fans eager to witness their iconic designs first- hand. The two-day extravaganza welcomed guests on Monday and the public at the pop- up shop on Tuesday. Attendees were greeted with exclusive cock- tails and cakes that looked like the House of Loungefly’s bags, where you could not tell the difference. The London townhouse was converted into five immersive theme rooms, including The Loungefly Big Top, The En- chanted Forest, Yuletide Cool, Harajuku (a district in Tokyo) and Neon Adventure, pro- viding fans with interactive photo opportu- nities and exciting activities. Inside the House of Loungefly, guests toured the pop-up experience epitomised where kitsch meets glam and designer meets pop culture. The walk-through experience invit- ed fashion and pop culture devotees to im- merse themselves in all things Loungefly™ and Stitch Shoppe™, the brand’s first high- end apparel line, with fan-favourite col- lections showcasing their beloved licensed brands. The latest selection was passionately crafted with care and precision in a spectrum of col- our, sequins, and a fun mix of shapes for its intricately designed backpacks, wallets, totes, crossbody bags, apparel, collectable enamel pins and other small accessories. No detail was overlooked, with fans finding value in every stitch, from bag zippers to custom lin- ings, showing their authentic passion for the fandom they will proudly wear. Among the items exclusively revealed were a Marvel Spider-Man mini backpack with in- tricate spider detailing and a Warner Broth- ers Looney Tunes mini backpack showcasing the beloved animated characters. Anoth- er stylish handbag featured classic scenes from Disney’s The Princess and the Frog and a green sequinned mini backpack with an adorable bow. In addition, the first 50 visitors to Tuesday’s public event were gifted with the green sequinned mini backpack. Beginning in a small Southern Californian warehouse in 1998, House of Loungefly has grown into a premium franchise-focused collection. The brand’s thoughtfully curated selections tell wearable stories inspired by beloved pop culture characters. In 2017, they were acquired by Funko (the trendy pro- ducer of limited pop culture products, best known for its licensed Pop! Vinyl collecta- bles), marking the expansion of its already diverse development range. Since then, House of Loungefly has strength- ened, with its sales increasing ten times with a 57.3% increase year-on-year for Q3 2022 and £200m in annual sales. The brand has also expanded with Stitch Shoppe, its first high-end apparel line, launched in 2020 to promote body positivity (offering sizes XS to 4XL), and House of Loungefly Apparel, a casual apparel line for fans, in May 2021. All House of Loungefly bags are made of high-quality faux vegan artificial leather and often provided with applications, cheerful prints, embroidery and matching pendants. Their products are affordable and unique compared to other designer brands. The brand is a consistent source of collectable fashion for fans of all kinds, renowned for innovative licensed accessories, including Disney, Hello Kitty, Harry Potter, Pokemon, Marvel, Star Wars, Peanuts, and others. House of Loungefly has something for every- one, from casual fans to significant collectors; its mission is to provide its ever-growing loy- al community with creative and whimsical designs allowing them to express whatever fandom they’re a part of in their everyday wardrobe. www.loungefly.com Lounge Event Images credit Will Sfakiotakis

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