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Petar Petrov Eudon Choi Pushbutton A / W PETAR PETROV EUDON CHOI 2020 PUSHBUTTON ANAÏS JOURDEN MYKKE HOFMANN ÊTRE CÉCILE ALLUDE DOUBLE RAINBOUU NEW! AYA MUSE NEW YORK ABOUT LONDON EMMA CHARLES PARIS PETAR PETROV Petar Petrov founded his eponymous womenswear brand in Vienna in 2009 creating a dynamic, elegant aesthetic that fuses feminine fluidity with precise tailoring. “A concept of luxury that can be summarized in a few words does not exist for me. Of course, the nest fabrics and leathers, colours and materials create the products ‘value’, but I try to design with my personal idea of a modern woman in mind. I learn from my clients and what they share is independence, individuality and a taste for the unexpected.” Petrov has attracted clientele including Amal Clooney, Anne Hathaway, Celine Dion, Julia Roberts, Lily James & Margot Robbie. PETARPETROV.COM STOCKISTS Apropos ∙ Bergdorf Goodman ∙ Harrods ∙ Hudson Bay Company Lane Crawford ∙ Matchesfashion.com ∙ Moda Operandi ∙ Mue Mytheresa ∙ Net-a-Porter ∙ Selfridges ∙ Tsum ∙ +more BOOKINGS [email protected] LONDON PARIS FEBRUARY 26 - MARCH 4 Debut LFW Runway Show February 15, 10am 27 Boulevard Jules Ferry +44 (0) 757 244 6955 Paris 75011 +44 (0) 757 244 6955 PAPER MACHE TIGER A/W 20 2 EUDON CHOI Eudon Choi is a contemporary womenswear brand that effortlessly combines masculine tailoring with a feminine sensibility. Designed to be worn season after season, the garments adapt to an individual’s personality and marry seamlessly into their wardrobe offering something unique, understated and intellectual. Using traditional menswear detailing and sartorial techniques to shape the female form, items are meticulously constructed and become undeniably feminine once worn. Inspired by art, architecture and historical figures, each season explores the obscure beauty found in everything from the British coastline to Berber rugs but never strays from the sleek, modernist ideal at the core of the brand. EUDONCHOI.COM STOCKISTS Alothman ∙ Artifacts ∙ Biffi ∙ Bloomingdales Kuwait ∙ Boon The Shop Boutique 1 ∙ Fourm Studio ∙ Frankie Shop ∙ Harvey Nichols UK ∙ Mercer By Edith ∙ Moda Operandi ∙ My Boon ∙ Ounass ∙ Rent the Runway BOOKINGS NORTH AMERICA: [email protected] REST OF WORLD: [email protected] NEW YORK PARIS FEBRUARY 10 - 21 FEBRUARY 26 - MARCH 4 Level 4, 217 Centre Street 27 Boulevard Jules Ferry New York 10013 Paris 75011 +1 212 219 2643 +44 (0) 207 729 9620 PAPER MACHE TIGER A/W 20 3 PUSHBUTTON Pushbutton is a rapidly emerging women’s and menswear label hailing from Korea. Its unique aesthetic is premised on quirky design and driven by innovation. The Pushbutton muse has a distinctive character: playful, confident and androgynous. Creative Director Park Seung-gun encompasses the subcultures of Korea, embracing his K-pop background and reinterpreting the athletic silhouettes characteristic of the region. Splicing fabrics, weaving textiles and experimenting with prints in unexpected ways has garnered the brand a devoted, global following. PUSHBUTTON.CO.KR STOCKISTS Alothman ∙ Bloomingdales Kuwait ∙ Harvey Nichols ∙ Hudson’s Bay ∙ La Samaritaine ∙ Luisa Via Roma ∙ Need Supply ∙ Net-a-Porter ∙ Shopbop Ssense BOOKINGS NORTH AMERICA: [email protected] REST OF WORLD: [email protected] PARIS FEBRUARY 26 - MARCH 4 27 Boulevard Jules Ferry Paris 75011 +44 (0) 207 729 9620 PAPER MACHE TIGER A/W 20 4 ANAÏS JOURDEN AnaïS Jourden was founded in 2012 by Anais Mak. Born and raised in Hong Kong, Anais moved to Paris to study fashion design at Studio Berçot before launching AnaïS Jourden. It was through learning from local artisans - that the designer honed her distinctive aesthetic: a subtly perverted take on formal femininity, hooked on controlled volumes and fabric experimentation. Traditional formalwear elements inspired by the designer’s well-disciplined childhood in Hong Kong are the canvas of the AnaïS Jourden silhouette; mixing artisanal and industrial techniques for utterly modern clothes that lend themselves to all types of women and lifestyles. AnaïS Jourden is about a casual attitude, a take on the notion of dressing up that twists the codes of classic femininity. Being proper has become a new form of rebellion. JOURDEN.CO STOCKISTS Labelhood ∙ Moda Operandi ∙ Neiman Marcus ∙ Shopbop ∙ Tessabit BOOKINGS NORTH AMERICA: [email protected] REST OF WORLD: [email protected] PARIS PFW RUNWAY SHOW FEBRUARY 26 - MARCH 4 MARCH 1 27 Boulevard Jules Ferry Address to be announced Paris 75011 +44 (0) 207 729 9620 +44 (0) 207 729 9620 PAPER MACHE TIGER A/W 20 5 MYKKE HOFMANN Established in 2017, Mykke Hofmann is all about a modern form of femininity. The label embraces flowing materials, an alluringly feminine style, intricate details and women with attitude. “We aim to dress women with an elegance that is as effortless as it is empowering, that makes them feel as beautiful and bold as they look, and that supports their confidence to pursue whatever they set their minds to“ is how Sedina (Mykke) Halilovic and Jelena Hofmann would describe their motivation. The collection is 100% of European origin and produced in their own production site in Serbia. MYKKEHOFMANN.COM STOCKISTS Alsterhaus ∙ Beams ∙ Harvey Nichols Riyadh ∙ Hunting & Collecting Journal Standard ∙ KaDeWe ∙ Market ∙ Moda Operandi ∙ Printemps Rope Mademoiselle ∙ Takashimaya BOOKINGS NORTH AMERICA: [email protected] REST OF WORLD: [email protected] NEW YORK PARIS FEBRUARY 10 - 21 FEBRUARY 26 - MARCH 4 Level 4, 217 Centre Street 27 Boulevard Jules Ferry New York 10013 Paris 75011 +1 212 219 2643 +44 (0) 207 729 9620 PAPER MACHE TIGER A/W 20 6 ÊTRE CÉCILE Known for tongue-in-cheek slogans, punchy prints, and luxury fabrications, Être Cécile was founded by Yasmin Sewell and Kyle Robinson, two London-based fashion specialists who were driven to fill a gap in the market for accessible luxury essentials. A perfect blend of British wit and Parisian charm, Être Cécile reflects their long-standing desire to create accessible, high-quality pieces for every day. Être Cécile injects wardrobe staples such as classic t-shirts, denim, track suiting and ready to wear with an appreciation of all things Français. From the love of puns and word-play, to cultural icons like Serge Gainsbourg and Jane Birkin, to the world seen through Cécile’s eyes en vacances, each collection reflects a certain desire for levity, effortlessness, and fun. ETRECECILE.COM STOCKISTS Artifacts ∙ Shoplinq ∙ Etoile ∙ Rubaiyat ∙ Hudson’s Bay ∙ Incu ∙ Lane Crawford ∙ Liberty ∙ Nordstrom ∙ Shopbop ∙ Tom Greyhound ∙ + more BOOKINGS NORTH AMERICA: [email protected] REST OF WORLD: [email protected] LONDON PARIS FEBRUARY 18 - 19 FEBRUARY 26 - MARCH 4 26 Cross Street 27 Boulevard Jules Ferry London N1 2BG Paris 75011 +44 (0) 207 729 9620 +44 (0) 207 729 9620 PAPER MACHE TIGER A/W 20 7 ALLUDE Allude is synonymous with authentic and luxurious cashmere knitwear. Each collection synthesises form with function, and takes inspiration from art to technology to the natural world. Creative director Andrea Karg explains the Allude concept; “Our classics are so trendy they don’t look boring, and our trend pieces are so classic they’re wearable.” The label boasts enviable press coverage, with designs featured in Elle, InStyle, Marie Claire, Numéro and Vogue. ALLUDE-CASHMERE.COM STOCKISTS Apropos ∙ Free Shop ∙ Harvey Nichols Hong Kong ∙ Mue ∙ Lodenfrey Matchesfashion.com ∙ Mode Sportif ∙ Mytheresa ∙ Net-A-Porter Nordstrom ∙ SuperNormal ∙ Icon BOOKINGS [email protected] LONDON PARIS FEBRUARY 18 - 19 FEBRUARY 26 - MARCH 4 26 Cross Street 27 Boulevard Jules Ferry London N1 2BG Paris 75011 +44 (0) 207 729 9620 +44 (0) 207 729 9620 PAPER MACHE TIGER A/W 20 8 DOUBLE RAINBOUU Double Rainbouu is a beach and resort wear brand launched in January 2016 by Toby Jones and Mikey Nolan (ex creative directors of cult denim label Ksubi). Set to be the biggest beach and lifestyle brand out of Australia in decades. The alternative for beach babes and pool punks who belong in the sun. An antidote to the traditional resort brands, which tend to peddle a cliched unrealistic lifestyle. Jones and Nolan saw a gap in the market for a modern beach and resort brand that has a uniquely Australian perspective. It’s irreverent, fun, has attitude and engages intelligently with the popular culture, art and fashion. Double Rainbouu carves it’s own island niche whilst keeping its feet firmly planted on the street. DOUBLERAINBOUU.COM STOCKISTS Beams ∙ Browns Fashion ∙ FWRD ∙ Fred Segal ∙ Joyce ∙ Lane Crawford Need Supply ∙ Revolve ∙ Ron Herman ∙ Ssense BOOKINGS NORTH AMERICA: [email protected] REST OF WORLD: [email protected] NEW YORK FEBRUARY 10 - 21 Level 4, 217 Centre Street New York 10013 +1 212 219 2643 PAPER MACHE TIGER A/W 20 9 AYA MUSE NEW TO THE SHOWROOM! Designed in the heart of Los Angeles, Aya Muse is always ahead of the curve as she is the ultimate trendsetter. She is your most desirable self - closing the gap between everything you want to wear and the vintage pieces you wish you still had. Limited edition pieces, created by women for women. AYA-MUSE.COM STOCKISTS Galeries Lafayette Doha ∙ Harvey Nichols ∙ Kith ∙ Luisa Via Roma BOOKINGS NORTH AMERICA: [email protected] REST OF WORLD: [email protected] NEW YORK PARIS FEBRUARY 10 - 21 FEBRUARY 26 - MARCH 4 Level 4, 217 Centre Street 27 Boulevard Jules Ferry New York 10013 Paris 75011 +1 212 219 2643 +44 (0) 207 729 9620 PAPER MACHE TIGER A/W 20 10 ABOUT About is a wellness focused lingerie brand from the Baltics. No rough stitching. No itchy fabrics. No wires or bones. About work on making their products and manufacturing as sustainable and clean as possible. Garments are made from primarily biodegradable natural and plant-based fabrics such as soy, cotton, linen, merino wool, modal and tencel®. Their exceptional value is a transparent, vertically integrated business model, developing and producing everything, from yarn to ready garment, in-house at their own certified jersey factory in Lithuania.
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