The OC family is proud to adopt Hong Kong-based brand Jourden with its "unapologetically feminine" pieces. With its structured trapeze skirts, sporty polo tops, and shimmery fringe, Jourden asks, "Why does tough always have to mean masculine?" Judging by its latest lookbook, we're convinced that the tough-girl movement is about to get a lot more ladylike.
Founded in 2012, Jourden is the post-Studio Berçot Paris graduation love child of Alex Leung and Anais Mak. We caught up with Mak to get a feel of the brand’s latest collection.
Shop all Jourden here
CHLOE MACKEY: You founded the brand after graduation from Studio Berçot Paris. Do you feel like Parisian style influenced the line, and if so, how?
ANAIS MAK: There's always a certain cliché about Parisian style. To me it is not so much about aesthetics; I think Paris foremost influenced me as a narcissist—how the city and the people are entirely good at being in love and celebrating themselves!
You have been quoted as saying, “In our times, to be proper is to be rebellious,” which is genius. Can you elaborate on what you mean by that? What about a polished woman challenges today’s status quo?
At the moment, youth is a "trendy" thing. I feel sometimes people take notion of "rebellion" for granted and it can become quite literal. If to rebel were to break rules, I see more people following rules to consume the idea. Nowadays you can also name many of the traditional established fashion houses who sells an "indie" spirit, which brings me to question what could be "indie" now. I adore youth as much as everyone else. I just think it's time we should look for new archetypes.
Jourden is very fond of quilted fabrics, which reappear season after season. What about the fabric keeps you coming back for more?
I am interested in the structure and what form quilting gives to delicate fabrics, and how it transforms their personalities. We were able to build some very nice shapes playing with different applications of quilting. It also offers an instant curiosity to some of the commonly seen textures. Sometimes people from afar look at the silhouettes and wonder what kind of touch it has.
This latest collection “mirrors a girl growing up.” How do you compare the brand today to how it was when it was founded?
Precisely, it should be a girl "speaking up." I have always took more expressive fabrics and combined them with carefully disciplined silhouettes. I love the unexpected light-heartedness when juxtaposing materials that feel more crafted with straight-forward shapes like the Fall/Winter 2014 trapeze skirts, polo tops, and the newly introduced biker series. We work on very original shapes and curate stories between the colors and textures.
You say the Jourden girl is an “introvert at times” and that you’re constantly trying to bring her out of her shell. Do you think the Jourden girl has blossomed with this collection or do you still think there is more coaxing to be done?
I guess it's like it takes more time to get to know a person who is shy, but once you get to become friends, sometimes they are the ones who have the craziest secrets. We always put the Jourden girl personalities at forefront when we start a collection.
This season our campaign captures the model against a vibrant plastic curtain, behind a bosozoku-inspired motorcycle. Exhibiting four perfecto biker jackets completed with Colombianos-influenced hair and plain bare legs, she hold
Founded in 2012, Jourden is the post-Studio Berçot Paris graduation love child of Alex Leung and Anais Mak. We caught up with Mak to get a feel of the brand’s latest collection.
Shop all Jourden here
CHLOE MACKEY: You founded the brand after graduation from Studio Berçot Paris. Do you feel like Parisian style influenced the line, and if so, how?
ANAIS MAK: There's always a certain cliché about Parisian style. To me it is not so much about aesthetics; I think Paris foremost influenced me as a narcissist—how the city and the people are entirely good at being in love and celebrating themselves!
You have been quoted as saying, “In our times, to be proper is to be rebellious,” which is genius. Can you elaborate on what you mean by that? What about a polished woman challenges today’s status quo?
At the moment, youth is a "trendy" thing. I feel sometimes people take notion of "rebellion" for granted and it can become quite literal. If to rebel were to break rules, I see more people following rules to consume the idea. Nowadays you can also name many of the traditional established fashion houses who sells an "indie" spirit, which brings me to question what could be "indie" now. I adore youth as much as everyone else. I just think it's time we should look for new archetypes.
Jourden is very fond of quilted fabrics, which reappear season after season. What about the fabric keeps you coming back for more?
I am interested in the structure and what form quilting gives to delicate fabrics, and how it transforms their personalities. We were able to build some very nice shapes playing with different applications of quilting. It also offers an instant curiosity to some of the commonly seen textures. Sometimes people from afar look at the silhouettes and wonder what kind of touch it has.
This latest collection “mirrors a girl growing up.” How do you compare the brand today to how it was when it was founded?
Precisely, it should be a girl "speaking up." I have always took more expressive fabrics and combined them with carefully disciplined silhouettes. I love the unexpected light-heartedness when juxtaposing materials that feel more crafted with straight-forward shapes like the Fall/Winter 2014 trapeze skirts, polo tops, and the newly introduced biker series. We work on very original shapes and curate stories between the colors and textures.
You say the Jourden girl is an “introvert at times” and that you’re constantly trying to bring her out of her shell. Do you think the Jourden girl has blossomed with this collection or do you still think there is more coaxing to be done?
I guess it's like it takes more time to get to know a person who is shy, but once you get to become friends, sometimes they are the ones who have the craziest secrets. We always put the Jourden girl personalities at forefront when we start a collection.
This season our campaign captures the model against a vibrant plastic curtain, behind a bosozoku-inspired motorcycle. Exhibiting four perfecto biker jackets completed with Colombianos-influenced hair and plain bare legs, she hold