Lost In Wonderland: APUJAN’s New Collection
Between reality and fantasy at LFW.
There are fashion shows, and then there are experiences—APUJAN’s latest showcase at London Fashion Week was certainly the latter. This season, the Taiwanese designer took us on an enchanting journey into the whimsical world of Alice in Wonderland, blurring the lines between fantasy and reality. Known for his unique ability to weave intricate narratives into every stitch and seam, APUJAN collaborated with a team of film production experts to create a visually stunning and immersive experience. The show was about telling a story, inviting everyone to dive headfirst into a wonderland of fashion, sound, and artistry.
At the heart of this magical presentation was DJ ‘So Lonely,’ who performed live, creating a one-person orchestra of psychedelic soundscapes. His music, filled with playful alarm clocks and eerie toy sound effects, echoed the frenetic pace of Alice in Wonderland’s iconic rabbit, pulling the audience deeper into the surreal world unfolding before their eyes.
As always, APUJAN drew in a global crowd, including fashion icons, celebrities, and industry veterans. Supported by Nike for footwear, along with Japanese hairstylist Takuya and makeup artist Yin, the show was a true testament to APUJAN’s collaborative spirit and creative vision. Over the years, he’s worked with major brands like Samsung and McDonald's, designed outfits for K-pop stars like SUPER JUNIOR’s Leeteuk, and continues to be a driving force in fashion.
After the show, we had the privilege of sitting down with the mastermind himself to discuss his creative process and what’s next for this rapidly growing brand.
Exclusive Interview with APUJAN
First off, thank you so much for having us! The show was an absolute dream—magical, surreal, and everything in between. We have to ask, what was the inspiration behind this collection?
APUJAN: Thank you! I’m so happy you enjoyed it. Honestly, the inspiration comes from Alice in Wonderland, particularly the magic potion that alters your size. After drinking it, you can either grow very large or shrink down to something tiny, and that idea really struck a chord with me. I think it reflects how we see ourselves in today’s world. Sometimes, we feel so important, larger than life, but in reality, we might be much smaller than we realize. It’s this dance between reality and illusion that I wanted to explore in the collection. I wanted people to feel like they were part of a world where everything could shift in an instant.
That’s such a powerful concept, and it really came through in the show! The designs, the music—it all felt so connected. Can you tell us a bit more about how you brought that vision to life?
APUJAN: For this collection, we really wanted to push the envelope and experiment with new techniques. We focused a lot on accessories this time. You might have noticed the laptop bags and the toy-shaped cases—those are some of the pieces we’re planning to mass-produce after the show. We wanted the collection to be more than just runway art. We want people to interact with these pieces in their everyday lives. Even some of the more elaborate outfits that look very “runway” are meant to be wearable. It’s really important to me that the designs feel accessible, not just something you admire from afar.
That’s amazing, and it’s so refreshing to hear that you’re thinking about how these pieces will live beyond the runway. So, what’s next? What can we expect from APUJAN in the near future?
APUJAN: I’m really excited about what’s coming next. Our next collection will be an autumn-winter line, and we’re going to focus heavily on knitting techniques. I’ve always loved trying new things, and this time, we’re going to dive deep into large, hand-knitted pieces and explore new ways to work with knits. Before that, though, we’re focusing on expanding our retail stores and building even more collaborations. We’ve already worked with brands like Samsung and McDonald's, and there are some exciting new projects on the horizon. I can’t say too much just yet, but we’re always thinking of new ways to collaborate globally.
It all sounds incredible—we’re so excited to see where you take things next! You’ve built such a unique, imaginative brand. Do you have any final thoughts for your fans and the people who support your work?
APUJAN: Honestly, I’m just so grateful. Fashion is such a collaborative process, and none of this would be possible without the incredible teams I work with. From the hairstylists and makeup artists to the musicians and production team, it’s all about bringing a shared vision to life. I’m so excited for what’s next, and I can’t wait to continue pushing the boundaries of fashion and storytelling.
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