Leonard Lauder’s renowned “lipstick index” theory, which ties lipstick sales inversely to the economy’s health, provides a launchpad for JORDANLUCA‘s SS24 collection. This idea is manifested in the recurring red detail that weaves its way throughout the collection, mirroring lipstick – the armor-like, statement-making cosmetic that gains popularity during challenging times.
Color and Symbolism
Historically associated with power, ritual, life, and even death, the color red emerges as a vital element in the collection. Amid various shades of greys, browns, neutrals, and muds, flecks of red appear and recede, evoking themes of glamour, crisis, and the philosophy of absurdism.
JORDANLUCA’s SS24 collection emphasizes draping, high-necked austerity, lace, ruching, and gathering. It also introduces suiting across menswear and womenswear, hinting at connotations of Wall Street and The City. These designs do not linger in the past or the future; they are inherently present.
Challenge to Norms
Lines and shapes in this collection are crafted based on a binary yet extreme understanding of men’s and women’s bodies. Despite this seemingly dichotomous approach, the collection dares to challenge gender norms. The boldness of the designs, as well as the vibrant pops of red, reflect a call for resilience and defiance in the face of adversity, making JORDANLUCA’s SS24 a vibrant statement in the current socio-economic climate.