Jaded London
As part of my research I wanted to include the streetwear brand Jaded London. I deemed it relevant to the trend I have chosen as they create collections very similar to the trend forecast. Jaded London is a brand becoming increasingly popular among celebrities and influencers, with it’s collections also being stocked in high street stores like Urban Outfitters.
Founded in 2013 by sibling duo Jade and Grant Goulden, their innovative designs and cutting-edge trends have earned them an army of dedicated social media followers and a worldwide customer base as they are not “afraid to break boundaries” with their bold, unique and colourful prints that are seen across hoodies, joggers, crop tops, T-shirts, shorts, and dresses (Wightman-Stone, 2019). Which is exactly why i wanted to use this brand at the forefront of my lookbook as I believe their ethos is very matched to the trend.
The siblings started as fashion buyers, meaning that they were aware of demand in the industry when it came to starting up their own brand - aiming for their consumers to be between the ages of 18-35, both male and female. Which is a large audience with a broad range, especially with the inclusion of both genders.
Two collections I wanted to hone in one with regards to grunge romance were the Dusk Affair collection and the Jaded London x Sydney Carlson collection.
Jaded’s collection with Sydney Carlson - Inspired by the virtual world, the prints in the collection translate into all thing’s science lab. The drop includes thermal heatmap jeans and chemical inspired prints on some of Jaded’s iconic pieces. The pieces we have curated together feels authentic to Sydney's style and her love for bright vintage prints (Jaded London, 2021).
The other collection is the Dusk Affair Collection. This one is a little bit different to the Sydney Carlson collection but I still believe it fits and compliments the grunge romance trend. Feminine rebellion is the overall theme of the collection, which includes denim washes and flirtatious lace trims from the early 2000s...The collection features asymmetric silhouettes, playful mini skirts, and short-shorts inspired by western cultures, keeping with the brand’s bold silhouettes and prints (AlTauqi, 2022).
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