JORDANLUCA SS24
JORDANLUCA Spring/Summer 2024 took inspiration from the humble but mighty lipstick.
When times are hard, people buy lipstick. Lipstick carmine red. Very red: passion red, blood red. The colour that historically expresses opposing meanings such as life and death, love and murder, sex and blood, perfectly channels the idea of JORDANLUCA new SS24 collection by Jordan Bowen and Luca Marchetto.The classic shade of red has connotations of power and performance, portrayed in menswear identities that will go on to define the label for the years to come.
The designers opened its show with track pants decorated with lace bumsters up top. The showcased collection speaks of glamour, crisis and the philosophy of the absurd using draping, the austerity of high collars, ace, gathers and gathers. While challenging the concepts of gender, we could see the Estonian rapper Tommy Cash walking the runway in two looks JORDANLUCA, and he did it at his best with extreme aesthetic attitude.
The collection introduces the “bulldog” shoulder, a distinctive feature that imparts a sense of mass and forward motion to coats, shirts, knitwear, dresses, and jackets. The bulldog silhouette embodies a clear desire to face the future head-on, unflinching and resolute. The collection explores movement extensively, evident in various pieces such as printed silk skirts, raw-edged wool fabrics with pleating on the front, and cowboy boots. Denim pieces with long trailing backs also embody the sense of direction and motion. The collaboration with Lonsdale introduces the “Hajarde Fatte T-Shirt,” a testament to the resilience of individuals who find joy and happiness in the face of adversity, transcending societal expectations and limitations.The JORDANLUCA spring/summer 2024 collection with its philosophy of absurdism encourages individuals to confront the challenges of life with fearlessness and resilience.
words by MIRA WANDERLUST
photography by DONALD GJOKA
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