Welcome to LAB

An extraordinary collaboration: Marcelo Burlon For Lane Crawford.

Milan-based creative director Marcelo Burlon is the perfect creative collaborator for the launch of “lab by Lane Crawford.” As a multi-talented, cross-disciplinary genius and a master at meshing the worlds of fashion, music and art in ways that effortlessly excite, he epitomises the lab mantra: A new fashion attitude.

Invited to generate a series of stimulating in-store installations for Lane Crawford in Hong Kong and Beijing, his multi-media fashion experience includes photography, videography and music. The moving images are shot and edited by Burlon and the portraits feature 23 of Milan’s most talked-about influencers including models, artists, stylists, art directors and musicians.

Burlon’s posse — including names such as Giancarlo Grossi, Tamu McPherson, Massimo Mezzavilla, Francesca Nicoletti, Ilaria Norsa, Honey Redmond and Lea T. — joins him in expressing their definitions of individual style in selected fashion-brand wardrobes available at Lane Crawford.   

“lab by Lane Crawford” embodies a new fashion attitude, providing fashion relevancy for the modern woman. Displayed in a fashion magazine format, it is an exciting edit offering creativity and accessibility across price points. “lab by Lane Crawford” allows customers to shop up and down, as well as mix-and-match, from a dynamic fashion story and is for customers comfortable with their style choices.

“lab by Lane Crawford” will be launched on October 1. Look out for more information on fun parties, designer guest appearances and exciting social-media competitions to come…