HBX first-ever street X luxury fashion pop-up with Loewe

1 min readUpdated May 16, 2025May 28, 20184:14 AM

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After Virgil Abloh was named Creative Director for Louis Vuitton Menswear, the blend between luxury and streetwear emerged as a confirmed upcoming trend.

We had seen earlier luxury brands launching athleisure and sneakers to delight younger generations, and HBX forseeing this was planning its first-ever street X luxury collaboation recently unveiled in its pop-up in HK.

After launching a series of successful pop-ups in Hong Kong, HBX took a step
further to unveil the first collaboration with luxury brand LOEWE, launching Paula’s Ibiza II collection for SS2018.

Consists of Men ́s & Women ́s Ready-to-Wear and accessories, the Paula’s Ibiza collection fuses bohemian coastal dressing with the legendary Ibiza boutique Paula’s iconic prints and designs, chosen by LOEWE’s creative director Jonathan Anderson.

The collection’s playful colours and whimsical icons are re-imagined to a series of vivid, retro beach-inspired installations, drawing attention to the pop-up store. The youthful installation is complemented by digital and printed displays of LOEWE Paula ́s Ibiza Publication shot in New Orleans, a refreshing photography series by Gray Sorrenti, the daughter of Mario Sorrenti.

A launch event was held to celebrate the first street-meets-luxury HBX pop-up with cocktails, DJ performances and more.

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What this means

HBX's collaboration with LOEWE for the Paula’s Ibiza II collection marks a shrewd move, successfully capitalising on the growing luxury-streetwear convergence. This strategy, using a vibrant pop-up with playful installations, effectively draws younger demographics and enhances brand visibility in a competitive market. Unlike Dairy Queen's focus on expanding physical store count across Hong Kong, HBX prioritises curated experiential events to drive engagement. This approach pressures traditional luxury brands to innovate their outreach beyond flagship stores like SKIMS at Times Square, or risk being outmanoeuvred in attracting younger, trend-conscious consumers. The primary risk lies in translating this initial buzz into long-term customer loyalty and repeat purchases beyond the event's novelty. We must observe future HBX collaboration announcements.

Minjun Park · Retail News Asia newsroom

Questions & Answers

What is the specific focus of the collaboration between HBX and Loewe?

The collaboration is for Loewe's Paula’s Ibiza II collection for Spring/Summer 2018. This collection features men's and women's ready-to-wear items and accessories, blending bohemian coastal styles with prints from the iconic Ibiza boutique Paula's.

How did HBX choose to present the Loewe Paula's Ibiza II collection?

HBX presented the collection through a series of vivid, retro beach-inspired installations at its pop-up store in Hong Kong. These playful and colourful installations aim to draw attention to the collection's theme.

What other elements were included in the pop-up store alongside the installations?

Alongside the installations, the pop-up featured digital and printed displays of the LOEWE Paula's Ibiza Publication. This publication shows a refreshing photography series shot in New Orleans by Gray Sorrenti.

Who chose the designs and prints for the Paula's Ibiza collection?

Jonathan Anderson, Loewe's creative director, was responsible for selecting the iconic prints and designs from the legendary Ibiza boutique Paula's. These were then fused with bohemian coastal dressing for the collection.

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