[Photo provided to chinadaily.com.cn]

Hong Kong brand I.T is marking its 30th anniversary with an exhibition at the the Red Chamber in the Sanlitun area of Beijing.

The exhibition, which runs until Dec 9, combines interactive technology and fashion by Sarah Andelman.

Her creative studio Just An Idea presents her ideas by digitalizing I. T’s products and using an interactive digital screen as the background for the exhibition.

Separately, to celebrate its anniversary, I. T has launched more than 150 jointly-designed items working with brands like Alexander McQueen, Chloe, Alexander Wang and Thom Browne.

The brand, which was founded in a small store in Hong Kong in 1988, is now a multi-brand, multi-layer business model.

[Photo provided to chinadaily.com.cn]

Speaking about the company, Sham Kar Wai, the CEO, says: I. T is redefining the fashion industry by building an omni-channel shopping experience.

“Now, we hope to communicate with our clients in this creative visual space.”

The exhibition kicked off on Dec 1. And celebrities like Angela baby, Zhang Jianing, and Wang Guanyi showed up at the opening party.

This pop-up exhibition toured Hong Kong and Shanghai in October and November, and will move to Paris next year.