MFW: JORDANLUCA AW24

The concepts behind the AW24 season take inspiration from one simple item; the balloon. There is a bittersweet, nostalgic charm to brightly-coloured party balloons – evoking childhood memories, youthful optimism, and unguarded happiness. Watching them expand as they take on their optimal form, looking stronger than before and yet being the most vulnerable.

The Double Collar Clover shirt was first introduced in FW23, representing two cultures, the British Saville Row and the Italian tradition of tailoring. It undermines classicism and formality, a trye symbol of intentional dysfunction. The Kilt Trousers are the epitome of tailoring, embracing tradition and ceremony. Constructed to become a classic suit trouser, it is a statement of modern masculinity. Wide shoulders, creating a look for the traditional businessman and symboling power is the Monolith Coat, with a screen-printed Harris Tweed and markings of a Hyena.

Established in 2019, JORDANLUCA subverts traditional sharp designs to explore the sensual, the personal and contemporary cultural identity. Informed equally by its founders’ English and Italian origins, JORDANLUCA is defined by duality. Tension between apparent opposites creates an alchemy that demands attention.