After viewing the AREA SS20 NYFW Runway Collection, we understand why it was a packed house, and some attendees could not get in. The latest trend coming out of the runways of New York are to be happy!! The collection was all about Adornment, Embellishment, Volume and Personal identity, which is reminiscent of days gone by in the New York Club Kid scene.
AREA SS20 NYFW Runway Collection Embellishment, Volume and Personal identity
For the collections designers, Beckett Fogg and Piotrek Panszczyk wanted to create a world that examines adornment, embellishment, volume and personal identity. The items looked suitable for a disco ball, Asia or Arab wedding of a carnival ensemble at any destination you choose.
NYFW Cultural Travel and exchange
The starting point of the collection was the idea of a nameplate necklace. Who did not have one of these back in the day! The iconic piece of hood jewellery first seen in the hoods of New York. Worn by the people who lived in these areas in the 80s and 90s. The urban city dwellers wore nameplates and name belts to make sure you knew who they were. Like a DJ from the clubs of the time who chatted their names in between cutting the records.
It was about wearing them to express individuality. Area examined this idea by translating their brand name into different languages. They have incorporated the nameplate throughout the collection by creating garments made of jewellery. A play between logo branding and individuality in a global context. The trend of the logo has changed, and Area wanted to show us how to bring the pattern into the future.
They continued this idea developing intricate laser-cut shirts, pants, leather straps on shoes and handbags, and later Broderie Anglaise fabric. The Victorian era was seen as well, for the other side of the club scene of the time that was more of an alternative music vibe.
Romantic Neo-Victorian modernism
Area continued their historical journey going back to the Victorian age. With adding some constructions ancient arabesque metalwork, armour and wire sculptures into the collection. They translated these shapes into metal cup chain dresses with cage-like 3-D godet inserts.
Creating voluminous armour-like dresses that echo the female body and its curves for Haute Couture moments. Another trend from the Runways of New York, designers taking a cue from Paris Haute Couture houses.
50’s & 60’s Americana
The collection headed to domesticated suburbia with another Haute Couture twist. With patterns like Vichy, gingham and florals. Suited for homemakers that love a little pill of extasy from time to time.
Classic patterns like gingham morph into an ‘A’ shaped gingham houndstooth, as an update on the graphic black and white pied de poule from last season. ’50s and ’60s volumes are distorted, creating twisted lady-likeness.
Satin organza is draped in cocoon-like ruffles and created into faux fur spaghetti strips that resemble hair and fur. Liberty and ‘Laura Ashley’ florals were translated into sensual summer crèpe, and iridescent signature lame’s giving them a futuristic update.
Hand-doodled flowers are translated into rich colourful crystal chain motifs, that are woven together into lavish crystal cup chain garments, and adornments carried out from accessories handbags and makeup.
Another trend out of New York Fashion Week is the exploration of gender roles and clichés. We later hinted to masculine corporate stereotypes like beards translated in cage-like crystal. The female embellished in masculinity. Crystal beards oversized shirting tailoring and ties.
Area created a mysterious universe with a free-spirited sense of ’70s and experimental couture. The design house understands we are embarking on a new world of fashion and they are marking their place in the world. Trends are changing, and they mix, something old, something borrowed and something new.
All crystals provided by PRECIOSA
Styling by Clare Bryne
Makeup by ADDICTION