Izzue view

"It's coming out of the comfort zone," explains Cheng. "So we pay a lot of attention to our core design elements, which is trench coats, stripes, jackets… all these elements we've used for the longest time. And the feeling of the whole British punk thing. It's genderless. I think it's the whole trend now, that a lot of different brands are doing genderless. You've got men doing womenswear and women doing menswear shows, so it's getting more flexible."

Cuts and forms on the runway are deconstructed, and the show proposes the notion of repurposing, reconstructing and reusing clothes as a way of reacting to life's challenges and outcomes. Experimental PVC makes its way into tailoring and a utilitarian military theme underscores the sense of modern urban combat.

In a marvellous finale, model-actress Shum Yuet, who is also the daughter of I.T Group boss Sham Kar-wai and actress Chingmy Yau, led the pack in shimmering white to conclude her runway debut. It's a champagne moment indeed.

CDLP sits front-row with Piras for Izzue's show. How does he assess the brand's culture and the way ahead? "This whole project has been about bringing youth as a creative entity, and bringing young students as the creative entity, to contribute to the philosophy of Izzue – which is about youth, and about movement and a community that needs to buy and wear easy and appealing products," he says.