History was made at the Ada + Nik AW14 showcase at the London Collections: Men when a male model reached the midway point of his walk before he lifted out an NJOY e-cigarette and started vaping.
It was the first time an e-cigarette has been 'smoked' on the catwalk at a major fashion show in the UK, and it’s a surprise to us that it’s only happening now when you consider how much of a must-have these have become.
The model was walking in the Ada + Nik AW14 collection, entitled ‘The Dark Wolf’.
The how was certainly the place to be at yesterday’s launch of the London Collection: Men week, there were plenty of famous famous walking in both the show and sat front row too.
The star studded model line-up included Olympic canoeist Tom Brady, pop star Aiden Grimshaw amongst a series of high profile rebellious faces, styled by Alexis Knox.
Front row guests included pop star Natalia Kills, TV presenter DJ and style icon Alexis Knox, musician Natt Weller, model Ella Catliff, musician Willy Moon, star producer MNEK, DJ/Stylist Daniel Lismore, American band Early Morning Rebel and model Jimmy Q to name a few…
Ada Zanditon and Nik Thakkar, the designers of the collection, entered the world to critical acclaim at LC:M in June 2013, having been described as “the most refreshing new menswear line to emerge in recent years”.
Co-created by two established industry influencers with a combined 15 years of experience, ‘the dark wolf’ explores a progressive noir aesthetic with a Bauhaus masculine silhouette.
‘The Dark Wolf’ runway show from Ada + Nik at the ME London Hotel sponsored by Snow Queen Vodka showcased thirty styles featuring their signature leather biker jackets, versatile outerwear and intriguingly bold geometrically cut separates.
The unveiling was synchronised with the premiere of The Dark Wolf film for AW14/15 by Oz Thakkar and Ada + Nik, starring emerging rapper SMITH LDN, model du jour Diego Barrueco and illustrator and model Nikita Andrianova.
Models also accessoried with Philips Frames Headphones and Samsung GEAR watches.