In an encouraging show of support for emerging talent during Haute Couture Week, AZ Factory has once again stepped up as a champion for the new wave of creative minds. Their commitment fosters an enriching exchange between the vibrant energy of emerging designers and the esteemed traditions of couture. This is achieved by providing these rising stars with a seasoned team of experts to guide their creative journey, from design to atelier craftsmanship. In addition, AZ Factory’s initiative extends to securing international and institutional press exposure, as well as providing essential marketing and communications guidance.
Jenny Hytönen’s creations are characterized by intricate craftsmanship and vivid imagination. The Spring/Summer 2024 Haute Couture collection, a collaboration with AZ Factory, made a striking debut on the official schedule of Haute Couture Fashion Week. The venue, a secluded loft on the Rue du Pont aux Choux in Paris, provided an ideal backdrop for Hytönen’s bold, soft-punk inspired designs. Visitors to the space were greeted by a dynamic scene: models casually mingling with guests, set against a unique visual spectacle. A life-size scanner captured their silhouettes and projected them onto the room’s concrete walls, creating an immersive experience that reflected one of Hytönen’s key inspirations for this collection – a forward-thinking vision of the future.
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Hytönen’s future is one of vibrancy and diversity, eschewing sleekness and minimalism. It’s a future that reimagines and repurposes the old into something new and exciting. Her designs speak a language of visibility, where garments reveal their history and endurance through time. The beauty lies in their imperfections and the visible functionality behind each piece.
For AZ Factory and Jenny Hytönen’s Spring/Summer 2024 Haute Couture collection, recycled military shearling jackets take center stage. These traditionally masculine pieces are transformed into feminine forms, from tops to neckwear. Even miniskirts find a new expression made from belts. The collection is a carefully curated mix of transparency and texture. Sheer blush-pink silhouettes in organza, evoking the elegance of 1920s evening gowns, are embellished with metallic elements. These pieces also pay homage to the archival designs of Alber Elbaz, adding depth and historical resonance to the collection.
Read more: Jenny Hytönen, the new vision in couture at AZ Factory
©Photo: AZ Factory
