Hong Kong-based fashion brand Anaïs Jourden showed its runway collection on the last day of Paris Fashion Week on Tuesday. Although the label has held showroom presentations in Paris before, the show marked its runway debut in Paris Fashion Week’s official calendar.
“It’s so much dignity and pride to show along legends,” says the label’s creative director and founder Anaïs Mak after the show. “It’s a monumental motivation for me to carry forward the brand and tell a better story.”
Founded by Mak in 2012, Anaïs Jourden has become one of the most promising Hong Kong fashion labels that are gaining an international following. The brand’s collections are available at luxury retailers such as Lane Crawford, Barneys New York, and Isetan.
Anaïs Jourden’s latest autumn/winter 2018 collection showed in the basement of Le Centorial. Inspired by a “recontextualisation of the ladies-who-lunch genre”, the collection injects edgy cool into a romantic wardrobe.
“Last season we ended at the celebration of good girls. For AW18, I started with the imagery of ladies who lunch, the need to be complimented, and fetishness,” Mak explains.
The result is a collection filled with feminine and luxurious looks, including the silver fil coupé jackets and baby pink velvet dresses and down jackets. We also love the sexy open-back cotton shirts featuring pussy-bow collars. There are plenty of the brand’s signature romantic peplum, smocking, ruffle trims and shaggy fringes in the new collection.
Mak says her definition of the Jourden girl is “a woman of today”.
“The beauty, the warrior, the girlfriend,” Mak adds. “The Jourden girl is curious and courageous with complexities.”
The 29-year-old, Hong Kong-born and based designer studied fashion at the prestigious Studio Berçot in Paris. She was nominated as a semi-finalist in the 2015 LVMH Prize for Young Fashion Designers.