NIEUW JURK AT AMSTERDAM FASHION WEEK

Nieuw Jurk’s latest collection was presented at Amsterdam Fashion Week on Monday July 15th. After graduating from ArtEZ in Arnhem, Esther Meijer foiunded the Amsterdam-based label who creates garments taking inspiration from youth culture, hip-hop, rave, gothic and grunge. Nieuw Jurk is a mean to convey social messages, and with the S/S14 collection it speaks about sex and porn. The men and womenswear collection, called $€XXX, is a playful and humorous translation into fashion of porn and its influences and impacts on society and sexual morality.

Elements generally regarded as sexy and seductive are combined in $€XXX to create new and playful images with porn references. Among the jaw dropping garments dresses and furry skirts, loose trousers, unisex bomber jackets, a latex poncho, an oversized stuffed bra worn over a tight jumpsuit, a bikini top made of candy, leggings and tights with furry harts used as knee patches or applied to cover the behind, a latex body with a back zipper that from the neck hem goes down over the crotch to end just below the navel. And then a boxer short with and elephant and his raised trunk (literally!), a top with a stylized face looking like an anatomical latex mask, the Amsterdammertjes (the cast-iron street poles used to delimitate non-parking areas in the city) tweaked into phallic symbols, …

Constant sexual references are made by the choice of fabrics and prints too. The collection comes in “sexy” materials like latex, fake fur and sheer nets; mainly in colours associated with sex like black and pink. A sexed up version of Cyber Dog, $€XXX‘s main print with symbols of currencies, the Amsterdam triple X and smiley faces, all drawn like neon lights, acted as a reminder of Amsterdam’s red light district and similar neon illuminated windows all around the world.

Words: Laura Viero
Photography: Hoop Doop Magazine
Source: www.hoopdoopmagazine.com

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