PFW17: Au Jour Le Jour

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PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

PFW17: Au Jour Le Jour
Au-Jour-Le-Jour SS18

Photography Credit: Jorn Vargas

Gallery Photography by Jorn Vargas

Au Jour Le Jour is an Italian fashion brand founded by Mirko Fontana and Diego Marquez in 2010. The two presented their Spring-Summer cheeky collection, showcasing a whole new look for the brand. The structure of the garments in the show were fearless in terms of construction and their design. The traditional fashion standards were exempt in this line, featuring pieces of asymmetrical cuts, inside-out, and upside-down pieces. Average pieces of the garments like straps and hems were dramatically designed and dragged south of the body. Denim made its way into throws, and tops were transformed into bustiers, setting Au Jou Le Jour has embraced innovation at Paris Fashion Week.

The concepts of “inside-out” and “upside-down” was evident in the merchandise, where tees were seen worn inside out with the labels exposed and all. Irreversible prints were mirrored on where expected, and somehow the designers made these irreverent looks work on model. Accessories like backpacks were seen attached to garments, providing this “off-duty,” or hands-free travel. The usual conventional patents of fashion were yet to be seen this time around at Fashion Week, and Au Jour Le Jour has most definitely made a statement with this daring line. The brand lives for that break your neck looking, type of confidence, which was illustrated successfully in this upcoming Spring-Summer collection.

 

Lianne Almeida

Fashion Content Writer

Fashion Marketing & Management Student