Au Jour Le Jour – Pre Fall 2014
GIORGIO ARMANI has taken another emerging Italian label under his wings, choosing Au Jour Le Jour as the next brand to show in its catwalk Teatro space during Milan Fashion Week later this month.
The name does not sound very Italian, but Au Jour Le Jour creates all their collections in Italy. Founded in 2010 by Mirko Fontana and Diego Marquez, its aesthetic is a fusion of Italian quality and sophistication,together with a modern, colourful touch. For instance, stonewash denim decorated with embroidered badges, as well as bomber jackets, shirts and dresses covered with playful, cartoon-style prints. Silhouettes range from pencil skirts and ribbed jumpers to full skirted dresses and wool coats.
“We are excited about the great opportunity that Giorgio Armani has given us,” the founders-duo Fontana and Marquez said.. “He arrived at an extremely important time for our project, which we continue to work on with passion, determination and above all with the desire to create new styles. For independent designers, is being sponsored by such an influential name as Armani not only a unique chance in terms of visibility but also serves as a challenge to do even better, to show just how precious the attention that has been given to us really is.”
Armani announced that he was opening his catwalk home to aspiring Italian designers in June last year, in an attempt to encourage and nurture the country’s emerging fashion talents. His first protégée, Stella Jean, known for her vibrant ethinic-inspired creations, became one of the industry’s most-talked about names, after showing in the Armani Teatro in September 2013, with pieces selling out within a week.