AKJP’s gender-neutral Permanent Collection, which showed at South African Fashion Week, is built on “modern wardrobe staples and limited edition artistic prints by Jody Paulsen”. The brand is still geared towards providing everyday wear for South Africans but has plans to develop high-end internationally focused capsule collections based on the Permanent Collection’s silhouettes.
“The concept for the campaign was conceived in the design process when connections began being drawn between the collection prints and silhouettes, and the work of artists represented by SMAC gallery. Shot at SMAC gallery, the campaign explores the relationship between three friends/lovers who find themselves locked inside a gallery at night,” explains AKJP.Design team Keith Henning, Elaine du Plessis, Jody Paulsen and Adriaan Kuiters have updated the brand’s classic unisex style with easy wearing shapes and few defined men’s and women’s silhouettes. Made with crisp cottons and twills, leather, silk and hemp, the base collection comprises core staples with emphasis on luxury details.
“The prints were developed mainly through experimentation with collage. Drawing inspiration from the work of Henri Matisse, Hans Arp and David Hockney. Jody creates each design with paper cut-outs that are digitised and printed. The patterns are applied to the collection by combining different printing techniques with embroidery and fabric collage,” says the label. Follow AKJP.
Photography: Neil Roberts
Models: Jae Kim, Nina Milner and Daniel Defty
Jewellery: Steffany Roup