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"fASHION IS A LANGUAGE OF ITS OWN... LET'S TALK" EURASIAN VOGUE


A BRAND REBORN WITH HYE JIN YOO : KUMANN YOO HYE JIN THE STORY. 

9/28/2016

2 Comments

 
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​I was first introduced to Hye Jin Yoo, head designer and company director of Kumann Yoo Hye Jin through my dear friend and fellow fashion editor and writer, Min A. Lee (who has also previously guest written for Eurasian Vogue). Lee had first interviewed Yoo two years ago for Audrey Magazine, and had raved about her.  After I saw the Kumann collection, I was also sold. 

I’m so fortunate to have had the opportunity to have some face to face time with Yoo when I visited Korea and she was every bit as nice as Lee had described. A true artist, with an incredible soul. 

It's not surprising when you learn about Yoo's past to understand why creativity literally pours out from her. Her mother founded 
‘Eun Hwan Oh’, originally named OH EUN HWAN Boutique when Yoo was just a child. Therefore Yoo literally grew up in the industry, figuratively and physically speaking having lived below the factory. Now Yoo is taking over the the family business, keeping the soul and memory of the brand but targeting a younger customer and adding her own mark on the brand. 

As we meet in the Lotte hotel in Seoul that I am staying at, we sit down to discuss Kumann, the history behind the brand and her plans going forward...
 
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Thank you so much for taking the time to interview HyeJin Yoo!
 
I’d like to start out by discussing the history of the Brand, Kumann. It was founded by your mother, ‘Eun Hwan Oh’, originally named OH EUN HWAN Boutique. Growing up literally in the middle of the business must have been an incredible experience, but also really must have let you see the hard work that is involved in the fashion industry?
 
‘Kumann’ was the name of the custom-made women’s wear studio that EunHwan Oh started running in 1965 before she established her company and brand, OH EUN HWAN Boutique in 1979. I heard that ‘Kumann’ was named by one of her friends. I selected the alphabets and named it ‘Kumann’ which sounds phonetically familiar to an international customer. People sometimes ask me the meaning of the name. I once heard that it means ‘many dreams’. From mothers friend's perspective, she seemed to have many wishes, at that time. 
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I love that. You started working for the company in the 2000s. Did you always know that you would want to be a part of the business or did you ever contemplate another career?
 
When I was a kid, I lived under the small clothing factory. I always heard the sound of sewing machines, and always smelt the fabrics. Ever since I was born, no matter what I did as I grew, I always admired fashion and I always felt that I strongly connected to the intense nature of this industry, but it made me think very carefully whether or not I should be involved in it. However one day I decided that I should just do it and began working in the industry. Even though my mum was in the industry she didn’t want me to go down that path, however later she changer her mind!
 
I knew how tough it would be, especially having seen my mum working in the industry. However I knew like anything in life that’s worth anything, it isn’t always easy. I have the type of personality that works hard and endures so this industry suits me! 
 
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In 2010 you really took the leap and became the company director. Did you feel a big pressure taking the lead of the family business?
 
It was a huge pressure. It wasn’t a decision that I made lightly though. I learned pattern-making and sewing from workshop studies and taught myself during my  studies, and also I learned the workflow of manufacturing process under my mums business. I had really learnt the trade and just didn’t take a family business over without the correct training.
 
I then made the ‘Kumann’ brand. Although in a lot of ways I am just like another start up. But I do feel that I have proved myself through the branding of Kumann, in establishing the concept, and trues aesthetic of the company
 
What was the biggest challenge you have faced since rebranding the company?
 
Even if I tried to reincarnate the heritage of the old studio, it still wouldn’t have been a guaranteed success. The company needed re-branding as really there was nothing but the spirit and the name of the brand left.
 
But I feel that in establishing the brand and shaping the concept and designs for the brand I have been successful. In terms of sales and marketing, we still have a way to go. 

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What is your biggest accomplishment since becoming the head designer of Kumann?
 
I really appreciate the feedback from people around the world, including Americans, Europeans and middle-easterners that find the quality and understand the essence of my work. I feel a sense of reward knowing that they identify the uniqueness of the designs, and I feel they understand the passion and hard work that go into creating the designs. I am truly grateful that they understand quality of cuttings and construction of the collection, and their thoughts about why they like the brand and that we aren’t just another brand. They have even told me to just keep working on the styles that I have been creating. I love that they understand the visually structured language of the brand, the recognition of the brand. It’s what I keep working for.  

How do you feel your direction and viewpoint has helped the company evolve?
 
As a designer I do always questions myself. But, in general, I think that I have found a good path, financially, and physically. Especially as realistically speaking, this is such a bad time to expand the business. We have seen more companies move to e-commerce, so it’s made it hard for small brands to really expand. However I don’t want to follow the mass-market strategy. That’s not to say I am not flexible and open to developing to new markets, but I would rather find a proper direction for the brand and studio that works best for our brand.
 

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You have since launched two other contemporary brands ‘KUMANN YOO HYE JIN’, and ‘K. kumann’. How do these two brands differ from one another and what kind of a customer do you think these two brands have brought in?
 
KUMANN YOO HYE JIN is pursuing a high-end, contemporary, avant-garde label. So far I’ve been trying to make cuttings and silhouettes in a very wearable ready-to-wear line. K. Kumann is a second label of KUMANN YOO HYE JIN, which is more casual and easily interpreted brand for the mass market.
 
What has your mother’s reaction been to the continued success of her legacy? She must have felt so happy to see the company continue?

Actually she was not that happy at first! And, due to the recent economic decline, we couldn’t guarantee that we could still continue the business even as a small company. It is a very different time to my mother’s generation with different challenges. But that is why I felt this industry was the right one for me; I am the type of person who can deal with the worst of the worst situations.
 


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What characteristics and aesthetics of the original brand have remained since you’ve taken over?
 
 ‘Kumann’ was a custom-made clothing studio, not actually a brand. My mother received the orders and made the patterns and cut them all by herself. This is not so different from what an individual artist would do. It is all about originality, which is about original creation; she laboriously worked by herself, and completed work for her customers. I think that’s how I’ve been breathing new life into the studio with originality and my patterns, their constructions and with the creative visions that I have for the brand.
 
You majored in printmaking for your undergrad and the did your
 Masters in fine arts at the School of the Art Institute of Chicago and began your career as an artist. How has your undergrad of printmaking helped shape your view point as a designer?
 
The best thing I’ve learned from traditional printmaking is workmanship. It is very laborious work, which should accurately be pre-arranged before printing.  It’s a tedious working process from the beginning until the end. However it trained me so hard and it shaped me practically as a hard worker in a strong belief that ideas could grow when people get trained and accustomed to do one thing with one good skill.

All of us, who once majored in printmaking, agreed upon the fact that printmakers can do anything, no matter which field they go into for work, because we have a solid workmanship and are accomplished in printmaking.
 
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What was your experience like living in Chicago and how, if at all, has living in the States shaped you as a designer?
 
Studying in the U.S., especially in SAIC (The School of the Art Institute of Chicago) was my enlightened period. My impression from the U.S. was that it is a country that is strongly pursuing the development of science and technology. I think that I learned a lot from their experimental mind and developing spirit based on technological improvement which reinforces their creativity in art, design and business.
 
Having started your career out as an artist, how interwoven do you see fashion as a general art form and how does this manifest itself in your collections?
 
For me, art and fashion do not seem to be different in the sense of their process of creation. That’s why I never differentiated fashion from art, and art from fashion. However, I understand that, in industrial perspective, fashion should be more considered creations in order to be publicly easier to be understood and consumed. In that sense, it became a realistic medium for me to work with. It is a long and painful process, investigating time for me to finish the collections every season, but the good thing about it is to continue working on the concepts and creations, which I couldn’t keep doing in fine arts. 

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Where do you get your inspiration?
 
I get it from all around, on the street, from the fabrics, and through my working process. 


​If there had never been the foundation of the company from your mother, do you think you would have gone on to start up your own line from scratch and if so, would it still be similar in the DNA and aesthetic of your current lines?
 
I actually feel like I’m always working from scratch. I have been rebuilding the foundation of the studio. As I said earlier, I feel that there’s only the spirit and memory of the studio left, and I have to work on re-embodying the epitome of the studio as a brand.
 
I probably wouldn’t do traditional fashion if there weren’t that heritage from my mother because I couldn’t find any motivation and my background for that type of creation. I might have worked in a different way, but I feel that that aesthetically speaking and the DNA of the brand and my inspiration is born from my mother’s side. I grew up watching her and her work. I feel that I have to design in a way that makes me feel alive, which I am always dreaming of, because I could have created something experimental based on many integrated ideas. 

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What do you want women to feel when they wear your collections?
 
I want the Kumann customer to feel assertive and find their uniqueness by wearing the brand. I think they are willing to be more experimental. They are people who always look for the special cuts and designs to differentiate themselves from the one-directional trend.
 
And lastly, are there any other designers that you look up to and are inspired by?
 
Balenciaga, and a re-interpreted Balenciaga by Nicolas Ghesquiere.

Thank you so much for your time!
 


FOR MORE INFORMATION: 
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with special thanks to Min A. Lee for the introduction to HyeJin Yoo!

Click for more information on Kumann
  
Click for more information on Min A Lee’s portfolio
 
Follow Min A. Lee on Instagram
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KUMANN 2016FW COLLECTION 

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2 Comments

TADASHI SHOJI  SS17 REVIEW #NYFW

9/21/2016

3 Comments

 
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​Tadashi Shoji’s runway show which debuted its SS17 Collection at New York Fashion Week at The Arc, Skylight at Moynihan Station on September 9th, 2016 was nothing short of spectacular. With inspiration from artist Wu Junyong, whose video of ‘The Flying Ark’ opened the runway show, the scene was set.
 
With actresses Katie Cassidy, Morgan Stewart, Dorothy Wang, Elisa Johnson, Ezra William
and Bloggers Jessica Wang, Courtney Kerr, Sai de Silva, Jeanne Grey, Jessi Malay in attendance, the show wasn't without star appeal. 

The collection was a mix of sexy yet ethereal delicate dresses that omitted vibes of air and elegance, as Shoji's incredible dresses wafted down the runway. Floating so effortlessly they brought thoughts of parachute’s and warm summer days to mind.

​To name just a few of the highlights of the show; a stunning bird embodied dress, which clearly reflected Tashoji’s inspiration of the Arc, freedom and 'flight' that so cohesively interwove itself throughout the collection. Another highlight was a stunning black and lace low cut dress and a knock out blue long embroidered slit blue dress that simply billowed down the catwalk. 



​tadashi shoji : ss17 rtw collection
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Shoji, along with Ralph Lauren and Tommy Hilfiger followed the buy-now-wear-now trend that DVF amongst other fashion industry insiders have been such an advocate of. Shoji made 6 the collections looks available to buy now. Click to shop Tadashi Shoji 

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JESSICA ALBA  X DL1961  DENIM

9/21/2016

1 Comment

 
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Jessica Alba this weekend in Beverly Hills wearing DL1961's slouchy Military Jeans. 

​Whilst I was in New York last week for NYFW I took some time out from seeing shows to go and check out the new Jessica Alba X DL1961 Denim collaboration event that was happening at Brooklyn's newly opened Dry Bar. Not only did I get a great new blow out at the salon, I was also able to meet one of the amazing designers behind DL1961 and check out some of the newly released denim's that Jessica Alba designed with the brand. 

The 18 piece collection is available online at www.dl1961.com as well as retail partners including Nordstrom, Shopbop, Bloomingdale’s and specialty stores in the US and internationally. 

For the collection, Alba focused on the most important elements of denim design from her perspective: fit, lift and support. The collection has 7 different fits, ranging from No. 1 a high-waisted skinny to No. 7 an on-trend flight suit.

Alba even enlisted her girlfriends as fit models to make sure they fit real women. Speaking about the collection, Alba says “We all want to have a great booty when we put our jeans on, but we also want to be comfortable. Details are everything when it comes to design, especially when it comes to jeans. That's why I was obsessed with things like proportions of crops or the placements of pockets and zippers. If it didn't make sense to me or my girlfriends, it didn't make the cut -- I'm all about the reality.”
Sarah Ahmed, Creative Director of DL1961 said, “Jessica really spent time on the details of this collection, which you can appreciate the minute you put a pair of her jeans on,” Continuing, “I loved being able to collaborate with someone who is such an empowered business woman while also clearly enjoys the creative process.”

Not only are the collection an incredible fit, Alba was also concerned about the environment when manufacturing the collection. As a result the DL1961 collection is vertically integrated and implements production processes that utilize 50% less water, chemicals and dyes in the manufacturing of its denim. Additionally, DL1961 developed exclusive fabrications and materials to the brand that ensure each pair of denim is not only made of the softest weaves but also retains its shape and fit. 

No wonder Jessica Alba lived in the DL1961 collection of denim all summer. Check out her denim summer style that you can take inspiration from that will see you right through fall. Also see the name of each style she wore so you can choose your favorite's and maybe even own your very own pair of Jessica Alba X DL1961! 
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Jessica Alba at the Kate Spade SS17 fashion show wearing No. 5 Splintered
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Jessica Alba at NYFW in DL1961 No. 2 Sunrise
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Jessica Alba 1961 in dl1961 No.1 Battle 
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Jessica Alba 1961 in dl1961 No.1 Battle 
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Jessica Alba 1961 in DL1961 No.1 Battle 
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Jessica Alba 1961 in DL1961 No.1 Battle 
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Jessica Alba in DL1961 No.1 Kinetic 
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Jessica Alba in DL1961 No.2 Saber 
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Jessica Alba in DL1961 No.2 Saber 
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Jessica Alba in DL1961 No 2. Sunrise 
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Jessica Alba in DL1961 No 2. Sunrise 
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Jessica Alba in DL1961 No 2. Sunrise 
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Jessica Alba in DL1961 No 2. Sunrise 
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Jessica Alba in DL1961 No 2. Sunrise ​
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Jessica Alba in DL1961 No.3 Weathered
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Jessica Alba in DL1961 No.4 Mirage 
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Jessica Alba in DL1961 No.4 Mirage
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Jessica Alba in DL1961 No.5 Splintered
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Jessica Alba in DL1961 No.6 Scratched 

​Photo Credits : DL1961 
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​DL1961  EVENT: NEW YORK 

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Stacy Fan with one of the designer's behind DL1961 Sera Jeon who spent the weekend customizing  DL1961 Jeans. 


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Stacy Fan wearing ​DL1961 No.4 Mirage (Pictured with Schedraui bag) 


​​Click for more information on:
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DL1961 Denim 
Drybar
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DKNY SS17 REVIEW #NYFW

9/20/2016

2 Comments

 
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Bella Hadid opens for DKNY's SS17 show.

​DKNY by Dao-Yi Chow and Maxwell Osbourne for their SS17 collection that showed at The High Line on September 13th, 2016 was an electric show. With the likes of Anna Wintour sitting front row to watch the beautiful collection of urban athletic wear come down the runway, the show was a-buzz. Chow and Maxwell's collection oozed cool street-style as the latest IT girls and the new generation of hottest models including Bella Hadid who opened the show strode down the runway.
 
With a mix of sportswear inspired pieces with a futuristic vibe, the collection included dresses, luxe silk paperbag trousers, pinstripe suits and high low skirts paired with over sized extra long sleeved sweatshirts. The crop top trend also showed no sign of slowing down either as we saw sports bras and crops layered under hooded jackets. The duo created a collection that pushed the DKNY brand to a new elevated and modern era and is bringing along with them the most popular of Instagram sensations and latest IT girls. Definitely a party we want to be a part of. 

 
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Gang's all here. DKNY squad. Photo Credit: Maxwell Osborne Instagram 


​DKNY SS17 COLLECTION 

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Photo Credits: Fashion GPS. 

DKNY BEHIND THE SCENES
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Bella Hadid who opened the show for DKNY. Photo Credit: Bella Hadid Instagram
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After the DKNY show 'selfies' with bloggers, Aimee Song (middle) who just released her book, 'Capture Your Style' and sister, Dani Song with Stacy Fan (far left) Photo Credit: Eurasian Vogue. 
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Anna Wintour front and centre ahead of the DKNY show. 

Photo Credit: Eurasian Vogue
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CONCEPT KOREA SS17 : #NYFW

9/19/2016

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After seeing the three designers behind Yohanix, Kimmy J and Greedilous, chosen from this year's Concept Korea in Seoul the other month it was amazing to finally see their work on the runway at this year's NYFW on September 8th, 2016. This marked Concept Koreas fourteenth time showing at NYFW and the show certainly didn’t disappointed. As the New York Orchestra welcomed in guests and played throughout the show, playing songs from both well known American pop songs, with the inclusion of some K-pop songs, all conducted by Wonhaeng Cho, the show was moving and dramatic. 

​We open the show to..



YOHANIX

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Yohanix collection was inspired by “Defining One’s True Self’. As Kim expresses his dissatisfaction of people wanting to be accepted and welcomed unconditionally by people, however not extending the same virtue to others. With the print on his garments such as “Herr vergib uns” placed on the sleeve of a front open slit denim jacket and "Nur Gott kann uber mich urtielen,” embrodided across the front of an off the shoulder top, and on the sleeve of a camouflage army jacket, which when translated from German means “Lord Forgive Us” and “Only God Can Judge Me”, Kim's message is clear.
 


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The collection wasn't without humor though. as we see one of the Yohanix girls stride down the runway with a t-shirt emblazoned with a drawn on smiling emoji, paired with a white lace skirt. 


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Yohanix : "Nur Gott kann uber mich urteilen,” Translated, "Only God Can Judge Me”
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"Nur Gott kann uber mich urteilen,” translated “Lord Forgive Us”

With Kim’s use of lace, and embroidery, and strong silver hardware with frayed denim and reconstructed shirts, we see the strong message within Kim's collection, but all still with the Yohanix DNA.


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Kim has once again managed to create a collection that balances both femininity with his use of lace, but juxtaposed it with humour, and a street urban vibe that keeps the look edgy. Some of the hero pieces in the collection include a stunning black ruffled and sequined skirt, that Kim toughens up by styling it with a black Yohanix t-shirt. Other hero pieces include a plaid and denim shirt, and an off the shoulder reconstructed denim shirt. The Yohanix army is back and just as cool as ever. ​​

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KIMMY J

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​Kimmy J always designs with a social message in mind and thoughts of friends and loved ones and this collection is no different. Named “7969 KARMA” Kim is including her family this time, as the number signifies Kim’s childhood years as well as her parents childhood years.
 

The collection is made up of old school vibes and 90’s feel’s reinterpreted as we see re-designed sportswear pieces, using satin, velvet and chiffon. The collection is streetwear meets updated luxe sportswear with throwbacks to the past with crushed velvet matching tracksuits.

Some of the highlights of the collection include a black chiffon see throughs street chic jacket, long sleeved button down chiffon shirt with embroidered birds and off the shoulder satin long sleeved top.
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The collection ignites memories of years passed but with a re-interpreted edge that is all about looking forward. 


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GREEDILOUS

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​Younhee Park's inspiration for this years SS17 collection was drawn from a trip to an amusement park in Canada as she tells me,  “The amusement park became one of my inspirations. 100 years ago that space was where they made war weapons. It was a very dark space that was renovated into a really fantastic amusement park and this inspired me to become a source of hope for people, and project that on to my work.”
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The collection was certainly inspired by hope. With a stunning collection of well thought out pieces that appeal to different aspects of a woman’s personality. Whilst being extremely feminine and girly, Park has also included some toughened up pieces with a bomber jacket, stunning black wide legged trousers, cigarette pants, and a neutral pencil skirt suit for those who don’t have a leaning towards strong colours and prints. 
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​Elevated even further from last season, we see this collection include a beautifully crafted ruffled skirt, layered to one side with luxe texturing and Park’s original print on the other. Other hero pieces include a pastel print silk t-shirt and cigarette pants, black tweed biker jacket and wide leg pants, and GREEDILOUS matching print skirt and t-shirt paired with a red patent bomber. 
 
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The collection perfectly displays Kim's expert hand when it comes tailoring with a collection of daring, yet wearable, joyful and cohesive pieces and all with that incredible and now recognizable GREEDILOUS stamp all over it.
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VERDAD BY LOUIS VERDAD PRESENTATION  #NYFW

9/14/2016

3 Comments

 
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Louis Verdad. Photo Credit: Miaus Kannekieks

​Louis Verdad debuted his SS17 VERDAD collection on Monday,12th Sept in New York, marking his official come back. 
 
Despite 15 years in the industry this was Verdad’s first ever New York presentation. After blowing up in the late 90’s with his namesake label “Louis Verdad” Verdad infamously created the two-piece suit Madonna wore in that 2003 MTV performance, (Yep.. that Britney Spears one). Subsequently Verdad became inundated with work, naming Cate Blanchett amongst his clients as Verdad's success continued to rise. However after so much success so quickly, Verdad took a break from the industry for a few years.
 
However this year Verdad is back and stronger than ever. The break appears to have given Verdad a fresher more youthful approach to his collection. The brand has a clear aesthetic and DNA, with an edgier feel. With a collection of denim, "the second skin in American fashion” Verdad has given the fabric a makeover and created some of the finest and chicest pieces this year's NYFW has to offer. A collection made up of separates including some stunning evening and day dresses, denim suits and jackets in both cream and blue, the collection is extensive, cohesive and luxurious yet accessible.


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Silk and Denim Jumpsuit. Photo Credit: Miaus Kannekieks

​“It’s sophisticated structured denim” Verdad tells me, “I wanted to use the iconic American fabric with the Louis Verdad DNA.” With Verdad’s unique use of denim, his iconic belt, the recognizable Louis Verdad button detailing and high waisted pants, the collection certainly does have ‘Verdad’ written all over it. With a structured yet free flowing elevated Bohemian vibe, the collection is stellar. Why Denim specifically, I ask Verdad, “I am saying denim is here to stay, you can dress it up or dress it down and it’s still so chic.” Verdad says as he walks me through the rest of the beautiful collection. 
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Stacy Fan with designer, Louis Verdad and Founder of Avant Collective, Deanne Yee.  
I was looking around at a lot of the designers collections like Balmain and they were all using a lot of denim in their collection. I started to play around with it, and this is what happened
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Pleated denim skirt with leather bomber jacket. Photo credit Miaus Kannekieks

​'What happened’ is a collection of beautiful refined denim pieces, that Verdad has cleverly juxtaposed with softer materials like silk and silk charmeuse to create a hard and soft edge to the pieces.  Speaking about the balance of both, Verdad tells me, “Each piece represents a different side to a person. And it's fresh, this skirt with pleats, it’s got a lot of attention because it’s unusual to find pleated denim and with the colour block” It certainly is fresh, paired with a deep blue leather bomber jacket sinched in at the waist with a high collar the look is tailored yet comfortable and effortlessly cool. 
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'Fan' Denim dress with belt detailing. Photo credit Miaus Kannekieks

We stand in front of his stunning denim ‘fan’ dress, “ I wanted a functionality, a narrative with the clothes, it’s a sexy dress but it’s versatile."
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The tailoring is impeccable, each piece is detailed at both the front and the back, “I wanted the pieces to be as beautiful at the back as at the front. People always focus on the front, what about the back?” says Verdad. 
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Photo credit JC Cerilla

​A few of the highlights of the collection include a gorgeous denim and silk jumpsuit with front slits, a denim and silk dress and a bohemian butterfly print dress. ​A few other hero pieces are a short denim dress with cap sleeves and belt detailing and a stunning white jacket with gold hardware. 
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Photo credit: Mikus Kannekieks
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Embroidered denim dress. The turtle neck, 'makes it more accessible' says Verdad. (Left) Photo credit: JC Cedilla and (right) Photo credit: Mikus Kannekieks

Verdad has created a collection using the most recognizable fabric and created something so new and innovative, with pieces appropriate for both work, play and evening glamour. This might be Verdad’s first New York presentation, but if this is the sign of things to come, certainly won’t be his last. Verdad is back and stronger than ever, and bringing with him a whole new fan base. 


Verdad online 
Verdad Instagram 



3 Comments

GM STUDIO: VINTAGE REINVENTED 

9/6/2016

5 Comments

 
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It takes a special kind of brand to create a collection that is perfectly balanced with high-end elevated elegant everyday wear, but still has the inclusion of some knockout evening pieces that can take their customer from day to night, in one gorgeous cohesive step, but GM Studio have managed it.
 
I was fortunate enough to be able to visit the GM Studio headquarters’ last month to check out their new collection and I was floored.
 
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Stacy Fan with Cinzia Simone and Armand Marciano

Perhaps it’s less surprising to understand just how exquisite the collection is when you learn that none other than brothers Georges and Armand Marciano started the brand, two out of the four brothers who founded Guess, with Guess’ former design director, Cinzia Simone now taking on the same position at GM Studio.

Guess saw the departure of Georges in 1993 and ten years later in 2003, Armand left. However it wasn’t until Simon’s departure from Guess earlier this year that the three came together to begin brainstorming GM Studio. They began discussions in February, March they had the full concept together, April, Simone began sketching, May they had their samples together and this month sees their full e-commerce launch.

However despite three of the team behind GM Studio coming from Guess, it couldn’t be more of a departure from the Guess brand. Initially meant to be a pure denim brand, GM Studio quickly evolved into a full premium lifestyle brand.

Both Georges and Simone in particular have a huge love of vintage. The pair combined has an impressive archive of vintage pieces and after going through their collections they were so inspired by the 70s, 80s and 90s that the trio knew they needed to do more than a denim collection and with that the foundation of the brand was set.

As we meet on a Friday afternoon in the bright GM Studio headquartes, Simone walked me through each piece of their collection. Although a start up and only 8 months from brainstorming to launch, the combined knowledge of Simone, Georges and Armand is the reason why this brand is so spot on. ​
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All pieces are made in the US, something that the team are incredibly proud about and rightly so. All the denim is manufactured in the US with vintage inspired pieces make it luxury casual at it’s finest. The collection is made up of gorgeous separates including stunning shirtdresses, bow blouses in both a sleeveless and long sleeve, in a collection of gorgeous blush and neutral tones, or a bright red for those wanting a more standout piece for evening.
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Gorgeous vintage inspired bow blouses by GM STUDIO

Their denim collection, as you might imagine is perfection, with a mix of high waisted and vintage wash jeans, and with a nod back to their vintage inspiration they have included some gorgeous bell-bottom flared jeans. Cleverly mixing the most popular pieces of vintage, with a level of quality in material that is rare to find these days, and added splashes of modern updates to each piece.
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Skinny Bell jean by GM Studio

​A real stand out piece from the collection is a leather shirt, that is cropped at the front, with layered draping at the back, which is modern yet classic enough to be relevant 20 years ago or 20 years from now.

Another incredible piece is the denim cape that mixes a vintage vibe with recycled denim but updated with a reconstructed cape shape to create a boxy blazer effect. Less form fitting than some of the ones we’ve seen in other collections, it’s new updated shape adds a cool and high-fashion vibe to the simplest pair of skinny jeans, ideal for a casual office look or an evening out with friends.

The entire collection is reinvented vintage. It’s a genius collection of pieces that are easy to wear. A skinny black jean that can be paired with a silk white blouse with wide cuffs for that chic LA day uniform then a quick change into their beige silk studio blouse for evening elegance. If you need that stunning evening gown, they also have you covered with a gorgeous knock out velvet number, or their vintage inspired wrap maxi shirtdress, with romantic ruffles, and oversized pockets in a creamy georgette, Japanese fabric. With their female inspiration of Janice Joplin, we see who our GM Studio woman is, effortlessly cool, with a style and class all of her own.
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Several of the hero pieces from GM Studio including the Cape 
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Armand Marciano, tells me that his favorite piece of the collection is the riding legging, available in both denim and leather, “They just look incredible on.” Marciano says. He picks up a pair in pale blue leather, “Feel that leather.” He says with a smile, as he holds a pair up for me to touch, “It’s amazing." Available in both denim, and the indeed the softest of leathers and in an array of colors they are undeniably a star piece.
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Leather riding legging from GM Studio

​With the collection all made in LA, GM Studio’s have a huge amount of control over the manufacturing process. Also very important to them is the environmental factor. Aware of just how damaging the making of one pair of jeans can be to the environment, Simone tells me how they use just one cup of water to create their jeans using oxygen denim instead of the conventional method which uses almost 2,000 gallons of water, not great in any city, but especially in LA where we are struggling with the worst kind of drought.


GM Studio accessories also look set to be a new classic, with a vintage inspired equestrian vibe to them, we see the inclusion of a gorgeous leather bag, that will be a go to classic bag for both the gym and travel and even has space to hold a yoga matt at the front. Available in both a creamy beige and black, it’s the dream bag for the chic women or man on the go. They have an updated satchel that brings back the vintage feel full circle but with an updated style allowing the bag to double up as a clutch. Another classic piece that will always remain is the bandanna that was such a hot item they made into a shirt, dramatic, but easy wear is the name of the game.


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Gorgeous accessories available at GM Studio

​Many of the pieces have been such a hit not just with the women but men, that they’ve now become unisex for the more androgynous pieces, with a view to expand later to even more specific menswear pieces due to the demand.

Initially designed to be an e-commerce brand, this soon changed as so many stores became interested in stocking GM Studio that they are currently available in 4 high-end boutiques. Now GM Studio are looking to open up more in the near future. These will include some high-end stores internationally. This is a smart move in my opionion. The collection looks amazing online, but it’s truly incredible in real life. You have to see it and feel it to understand the quality.

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GM Studio have created an impeccable collection that work on an international level for any woman. It’s a new classic, for the girl who loves vintage but couldn’t be more modern in a new era. A beautiful blend of stunning reinvented retro pieces, with a  couture silhouette at a reasonable price point makes GM Studio a truly exciting and stand out new brand. 


GM Studio website
GM Instagram 

All lookbook Photo Credits: GM Studio. 

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    By
    STACY FAN 



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