Stepping into Apujan’s Spring/Summer 2025 show was like tumbling down a rabbit hole—and loving every minute of it. Imagine sipping from an Alice in Wonderland teacup, where suddenly everything feels distorted, playful, and ever so slightly off-kilter. Objects that should be small appear enormous, and those that seem ordinary are now teetering between worlds. Apu Jan, known for weaving literature—especially fantasy—into his designs, takes us on another whimsical journey this season, aptly titled “Mirror, Keys and Drink Me.” The Alice reference is impossible to miss, but this time, it’s not just a nod to Wonderland; it's a commentary on our modern lives, where reality and virtual reality blur, and we’re left questioning the size and space of both objects and ourselves.
Every look on the runway felt like a magician pulling a new surprise from their hat—archetypes appeared one after another: a student, chess pieces, clowns, a mad hatter, even a rabbit. Yet none of it veered into costume territory. Instead, Apujan’s brilliance lies in his ability to take these symbols of fantasy and elevate them into high fashion, each piece telling its own story while contributing to the larger narrative.
Supersized accessories were everywhere—think giant yarn, an oversized pencil, enormous playing cards, and chess pieces repurposed as helmets. The drama and theatre infused into every detail struck the perfect balance, keeping the collection playful but not gimmicky.
Among the standout pieces: an opening look that set the tone—a black-and-white checkered pirate hat adorned with chess pieces, paired with a dress in the same motif, but in unexpected shades of light and dark green. Then came a full electric-blue ensemble—a chunky knit top with an asymmetric fit, paired with low-rise, wide-leg trousers—that felt both modern and completely in tune with the show’s larger-than-life fantasy.
Apujan closed out London Fashion Week with this theatrical, deeply imaginative collection. If this is the finale, we can’t wait to see what comes next. Take a closer look at the rest of the collection below.
