It could have been the set of the movie Dune—a giant, glowing orange sphere and a rolling robot camera bolting around the white sand landscape formed the backdrop to Ambush’s first runway show at Milan Fashion Week. A similarly show-stopping sphere can be found in Ambush’s new flagship store in Shanghai, the first permanent boutique outside of Japan. The label, which began offering unisex ready-to-wear collections in 2015 (Ambush started as an experimental line of jewellery brand back in 2008) and is backed by New Guards Group (the Italian luxury conglomerate whose portfolio includes Off-White, Heron Preston and Palm Angels) has proven its all-round design sensibilities go beyond streetwear, and it’s now ready to take over the universe.
At the autumn-winter 2022 show, Yoon Ahn, Ambush co-founder and creative director, and director of jewellery at Dior Men, continued to blend her lived experiences and otherworldly reference points with the brand’s retro-futuristic DNA. While she has been in the industry for years, Ahn still describes the experience of putting together a first large-scale show for her own brand as akin to “entering the unknown”. “I’m not just doing one part of the show; I try to make sure that all [elements], including the clothes, location, music, presentation and invitations, communicate the message we want to share,” says Ahn.