The world of fashion, artistry and social commentary often intertwine, creating a platform for designers to express their perspectives on the current state of society. The JORDANLUCA SS24 collection boldly embraces this notion, drawing inspiration from Leonard Lauder's famous "lipstick index" and presenting a thought-provoking exploration of power, crisis, and resilience.
The collection, which marks the brand's first full line of womenswear alongside menswear, incorporates the recurring motif of red lipstick. Symbolizing strength and statement-making, this cosmetic item has historically been associated with tough economic times. Through its presence in JORDANLUCA SS24, red becomes a thread that weaves its way throughout the collection, simultaneously evoking concepts of blood, life, murder, sex, and death.
Contrasting against a backdrop of various greys, browns, neutrals, and muds, the fleeting presence of red within the garments creates an intriguing tension. Glamour, crisis, and the philosophy of absurdism converge, offering a nuanced perspective on the current human experience.
Draping takes center stage in JORDANLUCA SS24, emphasizing high-necked austerity, lace, ruching, and gathering. Both menswear and womenswear feature suiting that carries connotations of The City and Wall Street. These designs are not mere reflections of the past or projections into the future; they are creations for the present moment. With an extreme and binary understanding of men's and women's bodies, JORDANLUCA challenges gender norms while still honoring traditional silhouettes.
Building upon the distinctive "bulldog" style introduced in FW23, the collection introduces new interpretations of trenches, single and double-breasted blazers. Kilting, a traditional Scottish style, is reimagined in the form of kilt-pencil skirts, dropped blazers, draped kilt/dresses, and jackets. These designs are meant for a society transitioning into a post-anxiety period, where individuals derive joy from adversity and find happiness amidst a challenging economic outlook.
Within the collection, there is an underlying pursuit of intense and passionate connections. Whether fleeting or enduring, tender or cannibalistic, this search for supercharged sexual energy permeates many of the garments. One notable example is the draped top with its delicate wisp of chiffon, evoking a sense of vulnerability and sensuality.
JORDANLUCA SS24 serves as a rallying cry, urging individuals to face the challenges of life with fearlessness and optimism. While such a perspective may be viewed as naive in the face of hardened cynicism, the collection unapologetically embraces it. Through their creations, JORDANLUCA invites wearers to transcend the Sisyphean struggle and discover resilience in the pursuit of joy.
By melding fashion and social commentary, JORDANLUCA SS24 succeeds in igniting contemplation and dialogue. The collection's exploration of power dynamics, crisis, and the human spirit resonates with those who seek to make sense of our complex world. JORDANLUCA's debut full collection of womenswear alongside menswear firmly establishes the brand as a thought leader in the fashion landscape, encapsulating the zeitgeist and providing a visual narrative of our times.
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JORDANLUCA SS24 Credits:
Styling and consulting: Samia Giobellina @samiagiobellina
Casting: IM Casting @irene_manicone
Hair: Anthony Turner @anthonyturnerhair @streetersagency
Make-up: Inge Grognard @ingegrognard @maworldgroup
Nails: Liia Zotova @the.fingersofgod
Music: Joshua James @djjoshuajames
Movement Director: Ryan Chappell @ryanchappell
Art Director: William Ndatira @williamcult
Head of Marketing & Communications: Remi Villard @remi.bv
Senior Designer: Kayla Satzger @kaylasatzger
Product Design Manager: Daniela Corcio @ikonostas_id
Admin & Logistics Manager: Andrea Santangelo
Product Developer: Svetoslav Kolchagov @kolchagovdesigner
Production Coordinator: Sophia Benjamin @ss.benn
Design Assistant: Saimonas Tartenis @es.ta.r
Studio Assistant: Jamie Kneen @jamie.kneen
Communication Assistant: Finn Delaney @Finnfdelaney
Jewellery Designer: Ciccy Lyu @ciccylyu
Intern: Alfie Strangelove @alfie__strangelove
Intern: Alexandra Biggins @alex_biggins
Intern: Genevieve F K Carr @genevievefkcarr
Intern: Jemima Boys-Ballard @thefrogmanshow
Intern: Raiesa Salum Al-Kilaly @raiesasalum
Producer: Antony Waller @ant_waller
Assistant Producer: Arlene Faller @arlenemfaller
Production Assistant: Louie Dobson @lousydobson
Fixer: Emily Newman @emilynewmanprod
Video: Sylwia Bajek @studiobajek
Lights & Sound: @hydradesign__
Runway Photography: Jason Lloyd-Evans @jasonlloydevans
Runway Photography: Stefan Knauer
Photography: Paolo Colaiocco @paolocolaiocco
Styling Assistant: Sara Maria Perilli @saramariaperilli
Casting Assistant: Thea Williams @theawilliams
Casting Assistant: Arianna Angelini @arianna_angelini
Special Thanks to:
Agency Eleven @agencyeleven
Beside Communications @besidecom_pr
Camera Nazionale della Moda Italiana @milanfashionweek
Roberto Pelizzoni @robertopelizzoni
#SS24 #JORDANLUCA #MILANFASHIONWEEK #MFW