When London's only mega-luxury brand (Burberry) throws a launch party, invites the city's model-du-jour (Agyness Deyn), and recruits East-End club kids from the city's hippest club night (Boombox) to add to its street cred and sell its new fragance (Burberry Beat), it is definitely a formula for fashion marketing success. Analysts and journalists have been commenting on the brand's new found hipness and pictures have appeared in all the right places, despite the extra-Zone 1 location and late start.
For Boombox, however, it's likely to be a sign that the party's over. That's not to say that Boombox hasn't had a great run. From the start, it was an ultra-cool hangout for the East End fashion and music scenesters (and a great excuse to dress up in wacky clothes). Then, almost as quickly as it emerged on the scene, websites appeared with party photos, pop-up Boombox parties were held in Paris and Milan, a book by the club's promoter Richad Mortimer was published, and most recently the "rent-a-Boombox-crowd" party was held for Burberry.
A few weeks ago, we heard from people close to the heart of the Boombox scene that its days were numbered, and that it might shut down by the end of the year. The Burberry party, all of its fabulous marketing mpact aside, is the writing on the wall.
Here are some familiar faces from the Burberry party courtesy of DirtyDirtyDancing.