Fashion Editor: Savannah Barthorpe
Photographer: Tiberio Ventura
JOANNE HYNES launches SS19, MY FIRST LOVE.
In house designed textiles play a key role in expressing the inventiveness of Hynes’s craft and the celebration of pure fashion which are the DNA of her own fashion stories.
The collection is driven by three unique textile stories within one collection revolving around the nostalgic narrative of “one’s first love”.
ALL WEATHER GIRL references memories of both sunny and stormy days, where hand drawn clouds, suns and leopard marker prints are shot in the campaign against a moody blue sky backdrop. A transparent polka dot rain mac gives irreverence to a functional fashion piece.
DIY DATE, modelled by Lily Lyons (aged 17) celebrates the creative cool girl, expressing herself with the idea of bricolage and dressing up; she is not afraid to have fun, wearing bow accessories on top of her head and dotted on her printed clothes. She wears prints together in a clashing artistic way where graphic textiles are developed in Hynes’s studio using spontaneous chopped up paper in an inventive manner.
POW WOW story modelled by Marija Aslimoska (33) resides in a hyper feminine world with a tough love sensibility. From the first party dress, boxing, horses, arcade culture and carousels, the collection references nostalgic memories which are translated into truly singular collector item pieces. Appliques and embroideries hand crafted in POW pop art iconography are beautifully stitched onto feminine pieces such as a carousel dress with velvet.
Editing a fashion style for a more positive self-assured individual.