For the third consecutive season, Japanese brand Jieda will present its collection at Milan Fashion Week. The brand will join 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.”
Jieda AW21 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 AW21 will also showcase a collaboration with American workwear brand Dickies and will feature 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.
JieDa expresses its own worldview against the backdrop of youth culture proposing its own original style. Founded by Hiroyuki Fujita in 2007, the brand finds its references in Japanese culture. Fujita draws inspiration from physical world around him and his design is based on Japanese street style. Hiroyuki Fujita’s vision is expressed in a fresh mix of oversized tailoring combines with a retro athletic, drawing inspiration from the 80’s and 90’s and yielding a blend of contemporary Japanese street looks. It is from this appreciation of sportswear throwback era that Fujita has developed the iconic and unique JieDa’s shape, blending luxury sportswear with contemporary tailoring . The unique style and attitude of JieDa has attracted the interest of brands such as Kappa and Elesse which have launched collaborations with the label. JieDa celebrates MADE IN JAPAN to the highest standard with great attention to details and finishing. The brand name JieDa contains a characters meaning ‘individuality’ and ‘tree’, to express the idea of a core originality that then spreads out like tree branches. Preserving Japanese tradition and the heritage of Japanese textile manufacturers is key to all collections, while also embracing a contemporary concern for the environment which has become an important thread of last collections with the increasing use of sustainable fabrics.
All photos Courtesy by Jieda