Opening a new chapter for her brand founded in 2012 designer, Anaïs Jourden Mak showed her first runway presentation during Paris Fashion Week under the newly re-branded ANAÏS JOURDEN.
In a creative approach based on the recontextualisation of looks of the ladies-who-lunch genre, the silhouettes are injected with a refreshing dose of dark romance and touches of fetishicism.
Born and raised in Hong Kong where the brand is based, Anaïs Mak moved to Paris to study her fashion design at the Studio Berçot. It was back on home turf, while putting her ideas into practice in the ateliers of local garment makers and tailors on regular trips back to Hong Kong during her studies, that she got to forge her skills as a designer, confronting her creative dreams with reality.
It was through learning from these artisans - and in turn and pushing their boundaries - that the designer was able to hone her distinctive design aesthetic: a subtly perverted take on formal femininity hooked on controlled volumes and fabric experimentation.
The formal wear and old school elements inspired by her well-disciplined childhood growing up in Hong Kong are the canvas of the ANAÏS JOURDEN silhouette. Mixing artisanal and industrial techniques to make clothes that are utterly modern; collections that lend themselves to all types of girls and lifestyles.
ANAÏS JOURDEN is about a casual attitude, delivering a graphic punch to generic femininity. A take on the notion of dressing up that is more about twisting the codes of the classic feminine look than breaking them. In a creative approach based on the recontextualisation of looks of the ladies-who-lunch genre, the silhouettes are injected with a refreshing dose of dark romance and touches of fetishicism.
Being proper nowadays is seen as a new form of rebellion.
ANAÏS JOURDEN is sold at key international retailers such as Barneys, Ikram, Lane Crawford, Isetan, Tom Greyhound and Le Bon Marché.