JNBY, a Hangzhou-based brand created by a creative group, has launched in Japan. Starting this year, full-scale online store sales will begin.
JNBY is a Hangzhou-based brand created by a creative group of multiple designers. The brand was launched in 1994 when the group opened a small store to sell clothes they designed themselves.
Since its debut, the brand has consistently upheld the concept of "JUST BE NATURALLY BE YOURSELF," and has produced creations that embody the spirit of the times forged by this creative group. The distinctive silhouettes created by structured patterns and artistic, bold prints are key features, giving the brand a unique appeal.
For Spring/Summer 2020, JNBY presented a collection inspired by American artist Cindy Sherman. She is known for her photographs and videos in which she dresses up as a wide variety of women, and JNBY has examined the identities of the various women who appear in her films and attempted to recreate them in fashion.
Under the two themes of "HER PERSONA" and "NOTE from EARTH," the collection incorporates contradictory elements such as a denim shirt dress with a ripped hem, a psychedelic black and neon green cardigan, and a blazer that looks like pajamas, symbolically proposing diverse femininity.
From the Spring/Summer 2020 collection, JNBY has participated in showrooms in Paris, attracting attention among editors, stylists and influencers with its cutting-edge style that blends fashion and street style.
Going forward, the brand says it will continue to pour its passion into creation and take on new challenges without losing sight of its true essence. Keep an eye on JNBY as it grows into a global brand with a unique presence.
■JNBY Official Online Store (https://jnby.jp/)
JNBY is a Hangzhou-based brand created by a creative group of multiple designers. The brand was launched in 1994 when the group opened a small store to sell clothes they designed themselves.
Since its debut, the brand has consistently upheld the concept of "JUST BE NATURALLY BE YOURSELF," and has produced creations that embody the spirit of the times forged by this creative group. The distinctive silhouettes created by structured patterns and artistic, bold prints are key features, giving the brand a unique appeal.
For Spring/Summer 2020, JNBY presented a collection inspired by American artist Cindy Sherman. She is known for her photographs and videos in which she dresses up as a wide variety of women, and JNBY has examined the identities of the various women who appear in her films and attempted to recreate them in fashion.
Under the two themes of "HER PERSONA" and "NOTE from EARTH," the collection incorporates contradictory elements such as a denim shirt dress with a ripped hem, a psychedelic black and neon green cardigan, and a blazer that looks like pajamas, symbolically proposing diverse femininity.
From the Spring/Summer 2020 collection, JNBY has participated in showrooms in Paris, attracting attention among editors, stylists and influencers with its cutting-edge style that blends fashion and street style.
Going forward, the brand says it will continue to pour its passion into creation and take on new challenges without losing sight of its true essence. Keep an eye on JNBY as it grows into a global brand with a unique presence.
■JNBY Official Online Store (https://jnby.jp/)
