On May 14th, the Belgian fashion house Lolaliza presented its spring/summer collection 2025, “Cinematic Summer”, and converted two iconic Brussels landmarks into a lively film set. The Immersive Runway experience combined fashion, cinema and performance and kidnapped the guests into a multi-sensory world that reflected the brave, further developing creative story of the brand.
From gallery to the glamor scene
The evening began under the arched glass roof of the historic shop passage Galerie de la Reine, which was turned into a fantastic backdrop for a dinner on a long table. Lolaliza broke with the traditional format of static showroom or runway tents and received guests, including press, content creator: inside, stylist: inside and trading partners: inside, with a red carpet, floral installations and a photo wall in the style of the classic film festival glamor.
A single table stretched over the entire length of the gallery, stylishly decorated with pastel -colored candles, elegant pastoral and romantic flower arrangements. The ambience was already cinematic and agreed on what the brand described as a “main-character energy”: an invitation to every woman to become the heroine of her own summer history tells in color, self-confidence and community.
After the dinner, the guests were led to the nearby Théâtre du Vaudeville, where the runway part of the evening took place. Instead of a conventional catwalk presentation, the show switched between a self-produced short film that was made in Cannes, and live performances by dancers who brought the story to life. The integration of film and performance blurred the boundaries between fashion show and theatrical storytelling.
FS25: A cinematic wardrobe
Rooted in the golden age of the cinema, but designed for today’s heroines, Lolaliza’s “Cinematic Summer” invites women to dress for the role they want to play, be it romantic main actress, adventur on the beach or urban dreamer. The key pieces include fluent maxi dresses with romantic prints and soft tailoring, light combinations and jumpsuits, ideal for the transition from day to night, as well as combining versatile skirts and tops for easy combination.
While the color palette reflects the nuances of a sunset in summer – pastel tones, sun -washed pink tones and earthy neutral tones – it was the movement of the clothing under the stage lighting that really brought them to life. Design details such as Gingham-Karos, palm and lemon prints, ruffles and delicate buttons give a tactile feeling of playfulness and personality. On the podium, the pieces shimmered among the headlights and gracefully moved with the dancers to reflect the essence of summer: light, lively and full of movement.
What was going on on stage was less a traditional fashion show than a carefully choreographed moment of fire storytelling. “Cinematic Summer” combined the senses – seeing, hearing and feeling – into a coherent message and demonstrated Lolaliza’s ability to combine creativity in fashion, marketing and culture.