When we remain still, our hearts may travel far based on the visual cues before our eyes. JNBY, a designer womenswear brand of Jiangnanbuyi Group, presents the 2023 S/S series inspired by such “momentary journeys”, kick-starting an adventure for urbanites who are confined to an ordinary daily routine.
The theme is interpreted via four iconic destinations, the unique features of which are integrated within the design, including lines, shapes, patterns and colors, through digital means, thus creating a distinct fashion-oriented attitude. The 2023 S/S new product launch was held on February 17 in OōELi, Hangzhou. “Momentary Journey” started alongside such a manifestation of inner exploration.
Starting a “Momentary Journey” in JNBY’s World Tour
Guests, as directed by JNBY during the launch, became “travelers” who crossed time and season using only their imaginations, thus allowing them to embark on a journey where the bottom of hearts are triggered by visual clues before eyes . They saw patterns and colors absent in daily life, touched nature without the presence of reinforced concrete and enjoyed a moment of freedom from their habitual milieus for a feast of sensations within just a small space.
JNBY ingeniously created a two-story immersive experience zone composed of multiple areas with different styles. The world is captured with four characteristic scenes, each representing a design concept with “Momentary Journey” in mind. The concepts are seemingly independent yet mutually connected, offering both sensual and textural encounters.
JNBY built an Eastern European “airport” upon the design prompts of style, large contours and “geometric patterns and architectural silhouettes”, creating a space where travelers could start their exploration into themselves and the fashion world. The second scene echoes the concept of “relaxation, joy and vitality”, using light and bright colors to create a lovely beach away from the daily hustle and bustle with a cocktail prepared by a passionate bartender. Leaving the lively beach, travelers then step into an area decorated with African elements. Texture is reshaped and reconstructionism dominates. The ever-extending, eight-point stars connect the past, present and future and open the door for imagination to meander. At the last stop, travelers come to a vast plain embodying Earth’s purest colors, which, together with the simple pyramid, was inspired by “minimalism and openness”. The short but rich journey ends here, and travelers’ minds wander for a moment longer. After browsing the world of fashion aesthetics presented by JNBY, they complete a round trip through the concepts of inner exploration and sublimation.
Interpreting a “Momentary Journey” with the Body
After the journey, visitors are invited to the theater for an inner dialogue directed by TAO Dance Theater’ dancers. JNBY has long encouraged consumers to show their true selves in daily life, using clothing as their means of external expression. This is in line with the philosophy of TAO Dance Theater, which has also been exploring the free state of the body through dance. Their cooperation has brought about the connection between clothing and body as well as the interaction between urban people’s hearts and contemporary art. With a “Momentary Journey” in mind, TAO Dance Theater created an exclusive dance, where the body links the dynamic beauty of contemporary dance with clothing for another voyage ahead.
The 12 dancers walk toward each other to form a group, performing and interpreting the present and future with their bodies. All things ultra complex are simplified into glimpses of life on a stage. The six-act progressive performance triggers the ponderance of all who lay eyes on it. Despite the limited space, the audience is given free rein of imagination alongside the movements of the dancers under the incandescent light.
Dressed in Journey-Bound Scenery
Designers here adopted a minimalist and restrained design language, deconstructing the “momentary journey” in terms of silhouettes and geometry, minimalist exploration, tradition and modernity, and vitality, paving a different journey full of surprises for urbanites.
Designers have added deformed plaids to architectural silhouettes and regular geometric figures, creating a modern, fashionable and slightly chilled atmosphere that is reminiscent of the artistic and rationally laid alleyways of Eastern Europe.
Another distinctive feature is the application of “shells” and wrapping elements. Like pyramids, “shell” shapes create well-proportioned silhouettes, which appear exquisite and modern. The wrap-around design is paired with an earth-tone color palette, instantly reminding one of the vastness of deserts.
Designers juxtapose callbacks with the modern using retro color and modern shapes, expressing the integration of the past, present and future. Natural element prints are combined seemingly randomly for an explosion of wonderful fashion sparks. The power and rhythm of flat musical notes here facilitate a strong visual impact.
Vibrant fluorescent colors cause natural vitality to come to the forefront during the “Momentary Journey”. The short top and long bottom design presents a slender, girly look, modifying the body’s proportions. The cloud and sea wave patterns offer a relaxing and pleasant touch just right for life along all shores. There is also a wider selection of short tops and richer silhouettes and proportions available.
The “Momentary Journey” series is mainly made of cotton, silk, poplin and organza, which are lighter and breathable and offer a comfortable and cool wearing experience. The exquisite proportions and changes in lines highlight the brightness of spring and summer. Be it in color, shape, material or tailoring, the four major concepts of this season fill people with hope and desire for an immediate “momentary journey” in the relaxed and light-bathed spring and summer days.
The JNBY 2023 S/S series incorporates the scenery of the journey through inspirational aesthetic design. JNBY materializes four different travel scenes to show their unique artistic expressions and aesthetic charms, creating a sense of remoteness that awakes the interests of modern city dwellers. The TAO Dance Theater presents an imaginative dance to boldly interpret the momentary journey of the soul, declaring how after winter, urbanites are able to finally show their physiques and enjoy the calmness and beautiful imaginations inspired by their “momentary journeys”.
This series is now available in both online and offline stores. Follow JNBY’s official accounts on Weibo, WeChat and RED for more information.
