JIEDA

J I E D A

JIEDA TRAVELS TO THE MIDWEST

Inspired by the work of mid - 70's photographer and painter, Richard Prince’s rodeo photography, COME TO WHERE THE FLAVOR IS celebrates Prince’s fascination for the Marlboro’s cowboy hero and conveys the dry feeling of America's 70s’ culture. Jieda AW21 collection is presented through the lenses of the fashion movie A MAN and A HORSE. Set on a wide beach against the horizon, the film will focus on the character of a man straddling a breathless horse and will depict his vehement ride, while exploring his emotions.

Titled COME TO WHERE THE FLAVOUR IS, JIEDA’s AW21 Collection was presented as part of Milan Fashion Week’s offcialshowcalendar. A brand established back in 2007 was well known for its streetwear look, but over the years the designer Hiroyuki Fujita has pushed the envelope and created this contemporary aesthetic oftentimes borrowing 70's styles and cultural references, while maintaining that same streetwear quality.

The Autumn/Winter collection is a homage to Western culture, starting from the cowboy boots all the way to the Marlboro ad references. Straight baggy jeans, Levi’s inspired denim jackets, and boxy tailoring are amongst the few references made within the collection. The matching leather jacket and trousers set further elevate the looks, and the bolo ties present this charming formal appeal to a brand known for its casual streetwear style. The paint splatters, chunky oversized knitwear, and oversized tailored coats and blazers provide a sneak peek into the Midwestern culture, and create a very sartorial look which we are really excited to see Jieda explore.