Jieda returned to Milan Fashion Week to present its Autumn/Winter 2021 fashion collection titled “Come to where the flavor is”.
Jieda’s Autumn/Winter 2021 collection, has been presented within Milan Fashion week’s official show calendar. On January the 19th at 11:30am, A MAN and A HORSE, the movie created for the event, has been broadcasted on CNMI platform.
For the third consecutive season, Japanese brand Jieda presented its collection at Milan Fashion Week. The brand joined once again the Milan’s digital palimpsest, created by CNMI in response to the current constraint of physical events : “This is the third time Jieda shows in Milan calendar and the second we present in a digital format. The Milan runway has brought great global visibility to Jieda. Being able to present my work on the big stage at Milan Collection is certainly a challenge and a strong source of inspiration and motivation. I am very proud to be next to so many brands I respect.”
Inspired by the work of mid-70s photographer and painter, Richard Prince’s rodeo photography, COME TO WHERE THE FLAVOR IS celebrates Prince’s fascination for the Marlboro’s cowboy hero and conveys the dry feeling of America’s 70s’culture.
Jieda Autumn/Winter 2021 collection is presented through the lenses of fashion movie A MAN and A HORSE. Set on a wide beach against the horizon in the dawn, the film directed by Japanese director Satoshi Watanabe focuses on the character of a man straddling a breathless horse and depicts his vehement ride, while exploring his emotions. In a timeless dimension, the man struggles against the strong wind blowing from the sea and the cold, but keeps moving forward with his restless journey while the horse footprints left in the sand are wiped off by the tides.
Deeply embedded in the 70’s American cowboy culture, JIEDA Autumn/Hiver 2021 has also showcased a collaboration with American workwear brand Dickies and has featured a warm beige and brown color scheme combined with hints of winter shades such as green, wine and navy applied to a variety of winter fabrics spanning wrinkled velvet, wool, eco-leather, eco-mouton and eco-fur regionally developed in collaboration with Japanese textile manufacturers.