London Fashion Week success: JAU

JAU is an east London-based brand that sold out at this year’s 2012 London Fashion Week at Somerset House, selling the recently launched SS13 VVVintage collaboration collection. JAU made such a huge impression that the label is now looking to showcase this “ethically upcycled” collection through a fashion film titled Schizolog, as well as producing a lookbook. 

Designer Jessica Au has created a label that delivers a fresh and distinctive spin on men’s urban sportswear. Her unusual use of layering opposite yet complementing textures makes each piece fun and still extremely wearable.  It is clear to see that Au is open and inspired by multiple techniques and materials. This can be seen in her 2011 “cut in cut out” where she uses hand-moulded Perspex, screen-printing and laser cutting to create something signature and recognisable to the JAU label. 

However, in this new collection called Vέον (neon), which in Greek means “New One”, Jessica Au decided to create her first womenswear and menswear collection that focuses on the combined themes of Japanese street style and stripper essences. This collection also derives from a recent obsession over the neo-trash movement and Die Antwoord’s “Zef Style” which is extremely evident when looking at the garments. 

Since the success of this SS13 collaboration, JAU has been sold in Japanese store TEKNOPOLICE and Philip Treacy, as well as London stockists such as Shop 172 and 123 Store on Bethnal Green Road. JAU is a fantastically exciting brand and definitely one to keep a fashion eye on.

Aura Montana

Watch the Schizolog fashion film here