According to the Business of Fashion, when Selfridges approached the visionary, muse, and witch, the store wanted Lamy to create a jewelry collection. Instead, she opted to combine two of her favorite things, art and boxing, into an immersive shopping and workout experience. "Boxing is a state of mind. It’s a place where you just think about what you are doing, in the moment" Lamy said of the inspiration behind Lamyland, the pop-up that combines exclusive activewear from high-fashion brands with a fully equipped boxing gym in the basement.
Aesthetics are obviously important, which is why fashionable (yet totally non-functional) items like Swarovski-studded towels are displayed next to more utilitarian and iconic boxing gear from brands like Everlast and boxing studios like Overthrow, a New York studio that contributed wares as well as its slogan, "What are you fighting for?" to the project. But Lamy is as interested in the sport itself as she is in the art: BXR London (similar to the UK's version of Rumble) will host sessions at the fully functional boxing gym in February.
Sounds like a super-chic way to perfect your jab-jab-cross technique, huh?
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