the
Heroines Spring / Summer Collection 2016
YAYA Headoffice Haarlemmerstraatweg 95 1165 MK Halfweg The Netherlands
the
Heroines Welcome to the YAYA Magazine! A special issue filled with our latest campaign shoot, a very short but personal interview with one of our favorite persons to work with, and other small wonders and delights. This issue is themed around simplicity and femininity associated with the heroic 70’s. In Los Angeles, talented mister Dirk Kikstra captured Female YAYA icons, in a series of small stories, each underlining the 4 YAYA Fs: Feminine, Fun, Free-spirited and Friendly. We tried to put all these elements in our collection and we hope it shows! The clothing is light and playful, it allows you to experiment with colors, layering and accessories in order to create your individual look. A special thank-you goes to our team: Photographers Dirk Kikstra and Bart van Staveren, LA based makeup artist Diane da Silva and the both lovely and strong models: Constanza Saravia and Rebecca Hiller. You guys are all so magically talented! Love, YAYA
the
s ne roi He Heroines
CONTENT
ROCK reach house Brandshoot location Built in 2009 as the prototype all-steel home for Blue Sky Building Systems it floats over a fantastic landscape of weathered boulders and ancient pinons and junipers.
Interview Dirk Kikstra Born in the Netherlands, raised in the States. Educated in California. Assisted Avedon. Working in NYC and Amsterdam.
HOME collection The inspiration behind the collection The collection has both organic and geometric shapes. Copper, brass, crystal glass and marble are the main materials. All in natural colours, with some pastels and lots of green organic tints of course.
Coolvetica,
THE FONT WE USE IN THIS MAG AZINE.
Coolvetica is a scratch-built, sans-serif typeface, inspired by 1970’s American logo designs. This was an era where everyone was modifying Helvetica with funky curls, mixed-case and effects. Coolvetica recreates that 1970’s custom display lettering look with really tight kerning and funky curls. The tails on the R and a have been left out to allow even tighter spacing. It certainly isn’t intended for setting paragraphs of book text—Coolvetica is a pure display typeface, intended for big, funky headings and titles.
1
The Individuals
Fabrics Clean jerseys, scuba, pima cotton, organic denim, lurex details, double face knits
Colours A neutral but sophisticated palette. Energy in urban grey tones for self-confidence and soft pink shades add depth and grace. The metallic bronze used as an accent colour hints at ancient Greek Mythology. Modern day women are the new goddesses.
2
The dreamers
Fabrics Real suede, vegan leather, denims, pique tencel, melange yarn, dotted viscose, pima cotton.
Colours Cool retro tans and dusty blues look renewed and fresh. Bright melange yarns for a fresh ‘new’ retro season.
3
The drifters
Fabrics Lace, open knit, heavy weight jersey, pique tencel, light viscose, ‘silky’ tencels, double knits.
4
Fabrics Chambray, light denim, linen-mix knit, printed sweat, open cotton knit, linen mix jersey.
5
Fabrics Viscose crepe, linen mix knit, light viscose, slub cotton knit, printed viscose.
Colours Colours drawn from nature. The neutrals, sandy beige and ton sur ton whites are core colours mixed with soft nudes and fresh dusky pinks.
The Visionaries Colours Painted palm leaves and a hummingbird print, nature is our inspiration. Botanical greens mixed with faded denims for this summer story. Jade green combined with fresh ‘chambray’ blue to give this season a new dimension.
The Cruisers Colours Laidback greys mixed with a warm sunbleached pink for that glamorous poolside feeling. Light silver greys mixed with pure white for an optimal feminine summer season.
Jumpsuit 021645611K
“It’s about personal identity. About rocking your own unique way of living, your personal sense of style and about being strong, confident and energetic”
1
The Individuals The first delivery delivery is is called called “the The individuals”, Individuals, because because one size simply doesn’t doesn’t fit fitall allanymore. anymore.Individuals Individualsareare notnot centered focused around on a geography place or age or but age on buta on free lifestyle, spiritedand lifestyle, future their hopesown and hopes dreams. and dreams. It’s about personal identity. About rocking your own unique way of living, It’s about personal your personal identity. sense About of style rocking andyour about ownbeing unique strong, way confident of living, and yourenergetic. personalAnd sense more of importantly, style and about it’s about being sharing. strong, confident and energetic. And most importantly, it’s about sharing. The characteristics of this first delivery are part minimal, part sculptural.isThere Tailoring visible, is but tailoring, in a sporty but inway. a sporty This style way. has Thisresurfaced look has re-surfaced this season, again but it’s this refined season- more but it’s feminine more refined, and subtle. more feminine and more subtle. We photographed this delivery in Venice, Los Angeles. Its raw, Inspiration clean and dynamic for thisenvironment delivery emphasises was a daytheatenergy the famous of this Getty Museum in Los Angeles and its natural light, its most impordelivery. tant architectural element. Strolling around the museum, alone of course, letting it all sink in. Afterwards, we share our experience with our friends while drinking a beer in the sun.
Blouse 012236611K Sweater 090972611K Trouser 021632611K
Bomber 004040611K T-shirt 09097564K Trouser 021632611K
Sweater 04007611K Trouser 02163611K
Sweater 004009611K Trouser 021632611K
Long sleeve 090975611K Gilet 004010611K Trouser 021632611K
Sweater 004011612K Skirt 044220612K
“women were blossoming, they began feeling more empowered and were not afraid to express themselves by wearing what they loved.”
2
The DREAMERS The second delivery is called The Dreamers. It tells a story set in the 70’s when people, thoughts and ideas were evolving. Women were blossoming, they began to feel more and more empowered and were not afraid to express themselves by wearing what they loved. The 70’s haven’t been this popular in fashion since, well, the 70’s. This caused a little stir of excitement in the YAYA styling department, that evolved into a distinct sense of freedom. On one hand inspired by the 70’s, on the other hand some fresh shapes in typical YAYA materials: casual soft denims with ethereal feminine blouses and quirky retro patterns. No need to say who inspired us, but we will anyway! Our inspiration came from the undeniable magnetic chemistry between Ali MacGraw and Steve McQueen in The Getaway (and of course in real life too). And from Patti Smith playing punk rock loud on the sound system (alternating with Billy Idol, who our big boss loves to sing along at any occasion).
Singlet 0930381612N Blouse 012243612K
“A DISTINCT SENCE OF FREEDOM”
Sweater 090980612K Denim 021662612K
Rock reach house “A modern steel dwelling perched high atop the desert hills of Yucca Valley in Southern California, Rock Reach House an amazing rental property or perfect photoshoot location�
Singlet 093038612N Jacket 050316612K Denim 021639612K
Located in a private community just near the Joshua Tree National Park, this retreat is the perfect way to escape the day to day city life, but for YAYA it was the ideal location for the brand shoot. We rented the location to capture a part of our spring/summer collection, since the retro influences of the property match this delivery perfectly. The owner, journalist David McAdam, as a Southern California native had a passion for the deserts of California - especially the Mojave Desert. When he found this very special property he wanted to create a simple, small structure that would sit gently on the land. David loves every boulder and every plant on the property so it was important for me to disturb as few of them as possible. What he envisioned reminds me of a spacecraft landing on a faraway planet — touching down gently and resting on only a few thin legs above the terrain. After he bought the property he struggled to figure out how to build a small, sustainable house without destroying the very attributes that drew him there. The house demonstrates an entirely new way of building, using this revolutionary light-gauge steel frame and a number of other advanced materials and methods. There is no wood in the house except for the cabinets, which are made from rapidly renewable bamboo, and a couple of interior doors. Dress 081479612K Head 990568611K
David also wanted the house to be as green as possible. That’s why he included solar panels and only electrical systems. There are no carbon-emitting gas-burning elements at all. The house features two bedrooms, both with their own patios to enjoy those views of the rolling desert landscape. My favorite features are the outdoor hot tub and shower, that let you experience the ultimate evening under the stars. The property is surrounded by nothing but gorgeous rocks, juniper and desert oak trees, but all the modern day amenities you’d expect these days to stay connected were not forgotten about. In our case that came in handy, since we needed to stay in touch with our co-workers at the YAYA HQ.
More information: www.rockreachhouse.com
Dress 081479612K Head 990568611K
Dress 081480613K Shorts 031484613K Long sleeve 004041613K
“Layering and flowy fabrics are the principle themes in this nomadic look with a hint of gypsy”
3
THE Drifters The third delivery is called The Drifters. It’s a whimsical collection that whisks you away to faraway lands. It’s based on the fact that people are forming tribes across cultures, beliefs and borders like never before. Geographical boundaries are blurred which makes the world more accessible, both online and offline. The highlight of this delivery is undoubtedly the relaxed silhouette. Layering and ethereal fabrics are the principle themes in this nomadic look with a hint of gypsy style: soft rich colors and patterns inspired by tribes from all over the world. Inspiration came from the way the rocks reflect the sun and sky, from dawn to dusk to twilight. The details of each piece call to mind the texture and the shape of the rock formations and the vast wilderness of the Joshua Tree National Park, located in southeastern California.
T-shirt 091007613K
Long sleeve 004041613K Shorts 031484613K
Long sleeve 091013613K Trouser 021653613K Singlet 093038611N Sweater 004023613K Denim 021651613K
T-shirt 090997613K Cardigan 004025613K Denim 021651613K
Long sleeve 004074614K Denim shorts 031504614K Sunglasses 990586614
“inspired by traditional botanical gardens, hot greenhouses and the tropical Sun under which flora and fauna flourish�
4
The Visionaries The fourth delivery is called the Visionaries. This collection celebrates the powerful link between dreams and creativity, everyday life and nature. A collection made by and for Visionaries: those who envision what the future holds and come up with creative ideas to fit that picture. We want to establish a more symbiotic relationship with nature and take more control of our well-being. Prints are characteristic to this delivery. Our favourite is a detailed painting of foliage and birds, inspired by both outdoor and indoor plants and greenery. A collection fashioned after the easy-going outdoor life, LA style, inspired by traditional botanical gardens, hot greenhouses and a tropical sun under which flora and fauna flourish. Gardeners in the suburbs were already aware of their space and city gardeners are making more use of their limited space and flexing their green fingers. We are also going green this season, releasing our inner gardener.
“We want to establish a more symbiotic relationship with nature”
Singlet 091017614K Blouse 081493614K
Dress 004060614K
Singlet 091040614K Denim 021677614K Sunglasses 990586614
Singlet 091017614K Blouse 081493614K Denim shorts 031504614K
“Botanical g reens mixed with faded denims for this summer story�
T-Shirt 091038614K Shorts 031501614K
Interview Dirk Kikstra Photographer & a very cool human being
How does Los Angeles sound?
roar of a v-8 flying up It sounds like waves crashing on shore, the and it sounds like dreams the canyon, skateboard wheels on concrete, es for others... coming true for some and turning into nightmar But at least we all try.
Name one natural talent you wish you had?
not procrastinate. To forgive idiots on the road... And to
Words to live by?
I don't live by words... I live by the food I eat and the work I creat e. What’s the best advice you’ve ever been given?
Helmut Newton once told me "just keep shooting", Sounds simple but hard to keep up... And so true! What’s your favourite piece of clothing?
I go no where without a wife beater shirt... Never! Something that fascinates you?
How Americans can always ask question that just lead to conversations about themselves. Do you think creativity an inherent part of human nature?
It's the thing that separates us from the rest. What picture of this last YAYA campaign you love the most and why?
My second favourite photograph from the campaign would be Constanza leaning on the roof of the car (Delivery 2), to me its the balance between feeling LA wanting to be her or with her and well I have a thing for that car... also the image on the left, my trusted sidekick working hard as always.. Now I say second favourite because no first exist. I am always in search for that one perfect image... It still eludes me... But it also keeps me going!
Sweater 004049615K Trouser 021663615K
“This is Los Angeles poolside meets flamboyant Malibu beach.�
5
The cruisers The Cruisers, our fifth collection, oozes that endless summer feeling of relaxing by the pool and at the seaside. Sporty, poolside glamour with retro influences, and a relaxed color palette. This is Los Angeles poolside meets flamboyant Malibu Beach. A characteristic feminine delivery, with a dash of flirtatious silhouettes. A fresh and modern look with a sporty edge and light summer materials, ultimately feminine. Our inspiration came from many resorts that Californian deserts have to offer. Imagine a wooden framed cabin, with a big decking, idyllic backyards with a turquoise pool and a desert view. The scent of locally roasted coffee beans and the sound of indie pop on the speakers in the background. The late afternoon sun makes fascinating shadows on the wall. The vibe is serene and tranquil. The moment is fleeting, yet timeless.
Sweater 004069615K
“Sporty, poolside glamour with retro influences, and a relaxed color palette�
Gilet 050325615K Singlet 091017615K Shorts 031491615K
Tunique 081496615K
Cardigan 004068615K
Dress 081488615K
“Items clearly influenced by the 50’s, 60’s and 70’s, have been given a makeover.”
the collection Inspired by the trend of giving classic and vintage items a new look by taking them out of their usual context. Combinations that are new and never made before, result in surprising and unexpected material-mixes. Items clearly influenced by the 50’s, 60’s and 70’s, have been given a makeover. If you want to re-create something from the past then you need to know its origin. Nowadays, people are much more aware of their environment, they question the essence of the climate and the planet in general. They are hungry for information about how something has been made, what the source is. We all want to know what we are eating and where it comes from. At the end of the day what we want is transparency, this is the new trend, and this inspired us. We want to keep the source as close as possible, keep it pure. Knitting your own scarf or tending to your vegetable garden are all the order of the day. This transparency is quite visible in both our collection as well as our storytelling. Display boxes, open wire baskets, glassware and see-through items. Handcrafts include patchwork cushions, woven plaids and paper garlands.
“BLENDING THE PAST WITH THE FUTURE TO CREATE A NEW CONTEMPORARY LOOK”
For more information about our home collection, contact info@yaya.nl
It used to be: I shop and therefore I am Then it was: I think and therefore I am The future is all about: I feel and therefore I am
YAYA Headoffice Haarlemmerstraatweg 95 1165 MK Halfweg The Netherlands Tel +31 20 497 60 66 Info@yaya.nl
Concept stores YAYA Amstelveen Binnenhof 25 1181 ZH Amstelveen The Netherlands YAYA Breda Veemarktstraat 49 4811 ZD Breda The Netherlands YAYA Den Bosch Krullartstraat 18 5211 HR ‘s-Hertogenbosch The Netherlands
For other points of sale check the store locator on our website.
yaya.the b r and
www.yaya.nl