‘Culture is global but focused on Asia’: alternative Asian music record label Eastern Margins dips toe into fashion, teaming with brands Lu’u Dan and Ala Tianan
- To mark its ‘Road 2 Redline East Asia’, Eastern Margins commissioned a photo shoot alongside Asian brands Lu’u Dan and Ala Tianan
- Eastern Margins’ founder says the ‘East-West narrative is just outdated’, while an industry insider says we are witnessing an evolution of Asian creatives
On a blisteringly hot day in the London creative hub 180 Studios, David Zhou is happy to talk shop.
His brainchild, Eastern Margins, has been taking shape over the last five years as a record label, talent platform and booking agency showcasing the latest Asian alternative, experimental and nonconformist music talent. It is about to embark on a month-long tour of 14 cities across China, Korea, Japan, Hong Kong and Taiwan.
While Eastern Margin’s music roster has yet to go mainstream, it’s also leaning into a new industry: fashion.
To mark the “Road 2 Redline East Asia” tour, the agency commissioned a photo shoot alongside Asian labels Lu’u Dan and Ala Tianan, shot by photographer Minsett Hein.
The collaboration sees a coming together of creatives from across the globe. Lu’u Dan, a new luxury brand rooted in the nuances of Asian identity, was founded by Vietnamese-American designer Hung La, while Ala Tianan, which revolves around a playful yet critical look at the value of fashion by experimenting with disposable materials, was founded by China’s Tianan Ding.
