νέον

Clothes are the soul of worldwide fashion & luxury industry, but after all they’re just togs. That’s why we should seriously consider new ways of recycling, redefining or redesign.

Jessica Au is a fashion designer based in East London. She studied at Middlesex University, graduated in 2010 and launched her label last year. Post graduation from Middlesex University, Jessica Au’s brand has been immediately picked up from fashion magazines’ most coveted stylists for celebrities, and independent boutiques from around the world have been waitlisted to stock her current collection. She has redefined what it means to be ‘ One To Watch’, as she begins to restructure the path of a traditional fashion designer’s career during fashion’s most sought after month. This year alone Au’s collection has been housed in Japan’s TEKNOPOLICE alongside massive underground labels such as Kokontozai, the iconic Philip Treacy, William Richard Green, and many of today’s most sought after designers. Her London based stockists include: 123 Bethnal
Green Road alongside Dr.Noki and William R Green and Shop 172 on Brick Lane.

JAU LABEL has launched her SS13 upcycled collaboration with VVVintage, which sold out at Somerset House London Fashion Week, September 2012.  The garments were created using recycled fabric to promote sustainability and ethics, and the look is fresher than we would expect. Jessica took this opportunity to experiment with fabrics and new techniques. As she says, It’s been lots of fun creating the collection!

The title picked for Jessica’s SPRING SUMMER 2013, Neon, comes from the Greek νέον (neon) meaning “new one”. Au’s recent infatuation with Die Antwoord’s “Zef Style” and the wave of neo-trash movement set her mind to work on her first womenswear and menswear collection that would focus on merging Japanese street style with stripper influences such as Brooke Candy. Combining her obsession with illustration and her curiosity surrounding intricate artistic concepts allows Jessica Au to design with fabrics and aesthetics that have never been seen or used before.

Collection’s lookbook  is accompanied by the “Schizolog” Fashion Film, directed by Rob Heppell. Worth to take a look!

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