Fans of the lifestyle brand lined the streets of Soho to access the House of Loungefly exclusive two day pop-up, launching its new collection.
Photo credit: Will Sfakiotakis
Fashion and pop culture enthusiasts, all fans of fan-forward lifestyle brand Loungefly, lined the streets of Soho on Monday evening as they queued to access the launch of the House of Loungefly exclusive two-day pop-up. Monday’s event welcomed invited guests, and Tuesday saw the pop-up open to the public.
Known for its intricately designed backpacks, wallets, totes, crossbody bags, apparel, collectible enamel pins and other accessories, Loungefly’s thoughtfully curated collection for the season tells wearable stories inspired by the most beloved characters in pop culture.
The event – the first Loungefly event of its kind to be held in EMEA – was held at 15 Bateman Street in the heart of London’s Soho, to celebrate the launch of the brand’s new collection for autumn/winter 2022.
With exclusive cocktails, cakes baked to so closely resemble Loungefly bags you couldn’t tell the difference, House of Loungefly transformed the London townhouse into five fully immersive themed rooms, including The Loungefly Big Top, The Enchanted Forest, Yuletide Cool, Harajuku, and a Neon Adventure providing fans with photo opportunities and interactive activities throughout.
The walk-through experience invited fashion and pop culture enthusiasts to immerse themselves in all things Loungefly and Stitch Shoppe, the brand’s first high-end apparel line.
Photo credit: Will Sfakiotakis
“Realising the House of Loungefly has been a dream come true for our team and fans of the brand. The five curated rooms all represent different elements of this incredible brand which brings joy to so many collectors and fans alike. It’s a pleasure to bring our loyal community the chance to celebrate their fandoms through amazing designs which complement their everyday wardrobe.” said Rich Smith, senior director Loungefly EMEA.
Loungefly’s offering for the festive season offers a spectrum of colour, sequins and a mix of shapes. Crafted with care and precision, Loungefly says there is “value in every stitch” for fans as zippers to custom linings showcase their authentic passion for the fandom that they proudly wear.
Among the items exclusively revealed at the launch were a Marvel Spider-Man mini backpack with intricate spider detailing, a Warner Bros Looney Tunes mini backpack showcasing the animated characters, a stylish handbag featuring scenes from Disney’s The Princess and the Frog and a green sequined mini backpack featuring a bow. The first 50 visitors to Tuesday’s public event were gifted the green sequined mini backpack upon visiting the pop-up.
The Loungefly brand was acquired by Funko in 2017 to expand its already diverse product range. The brand has since gone from strength to strength, with sales rising tenfold since being acquired by Funko, with a 57.3% increase y/y for Q3 2022, and $200m in annual sales.
