AREA Fall Winter 2024 / FW24 At New York Fashion Week

In honor of the 10-year anniversary, AREA unveil Fall Winter 2024 collection that embodies the unwavering commitment to creativity, craftsmanship, and unconventional beauty. This season, we delve deep into themes of identity, self-expression, and the power of personal style. From uniforms to nameplates, fingerprints, and hands, we explore the tension between conformity and rebellion, challenging traditional norms and celebrating fashion as a canvas for individuality.

A STUDY IN IDENTITY AND UNIFORMS, AREA FALL Winter 2024 / FW24 collection begins with an exploration of uniforms—symbols of conformity that often strip away personal identity. However, we view these uniforms as blank canvases. By examining subcultures throughout history, we found inspiration in how groups like punks and club kids subverted these uniforms, turning them into powerful expressions of their own values and personalities. This rebellious spirit is woven throughout the AREA FW24 collection, where mundane objects like name plates are transformed into striking hardware and embellishments that adorn uniform-like garments.

Substitute AREA FW24, NAME PLATES, the exploration into hardware began with a focus on identity plaques such as name plates, dog tags, and door plaques. These everyday symbols transform into elements of jewelry, embellishment, and embroidery. We reimagined these plaques as brass plates adorned with deep navy-blue cabochons, bringing a sense of personality to tailoring and body-contouring wardrobe staples, styled with strict porter hats. We further explored the concept of anonymity by transforming the name plate into striking face shields. These dramatic pieces serve a dual purpose: they conceal identity while simultaneously commanding attention.

FINGERPRINTS, Building on our exploration of identity, we drew inspiration from the fingerprint—a powerful symbol of individuality. This unique marker was reimagined as intricately carved hardware in metal and brass, encrusted with crystals and embroidered onto felt and jacquards, creating armor-like garments. To further emphasize the motif, we magnified the fingerprint to life-size proportions and wove it into jacquard fabrics, resulting in patterns that evoke the bold, dynamic essence of animal prints.

THE HANDS: A CENTRAL MOTIF, Hands, as tools of creation, are the central motif of this AREA FW24 / Fall Winter 2024 collection. From beaded hands embracing the body to screen-printed and embossed designs, the hand is intricately woven throughout. Inspired by the silver gelatin photography of artists like Bruce Conner and Man Ray, we captured this essence by printing photorealistic hand images onto silver faux leather patches. These patches are suggestively placed on the chest, pockets, and rear, or scattered across garments made from dark-washed denim and nylon. Each hand in the prints is a photocopy of those in our studio, celebrating the craftsmanship that defines every piece.

Inspired by couture’s use of feathers to create volume, we laser-cut hands from printed nylon and embroidered them into a rich, feather-like texture. Developed in both monochromatic gray scales and bold yellow—achieved by scanning classic yellow dishwashing gloves—these hands sway gracefully to create a striking visual effect in motion. The hands are intricately crafted into sculptural dresses and collars, infusing the AREA Fall Winter 2024 / FW24 collection with modern elegance.

JERSEY SPAGHETTI: A FLUID EXPLORATION, Inspired by the artistry of handwork and draping, we introduced a new interpretation of fluidity by cutting jersey into fine, spaghetti-like fringes. These fringes are meticulously draped, twisted, and knotted to create glamorous gowns in jet black and silver-coated jerseys, paired with silver-coated denim. The result is a striking balance between softness and structure Of AREA FW24.

All images AREA Fall Winter 2024 / FW24 by AREA

Credit to: CREATIVE DIRECTOR: Piotrek Panszczyk, STYLIST: Katie Burnett, HAIR: Mustafa Yanaz for TRESemmé, MAKEUP: Yadim Carranza for MAC Cosmetics, MANICURE: Ada Yeung, CASTING: Daniel von der Graf & Andrea Prato, SOUND DESIGN: Senjan Jansen, PRODUCTION: La Mode en Images, PR: Lucien Pages Communication

AREA Fall Winter 2024 / FW24 Presented by Tinder

This year of AREA Fall Winter 2024 / FW24 runway is proudly presented by Tinder. Since its launch in 2012, Tinder has revolutionized how people meet, growing from one match to one billion matches in just two years. Serving approximately 50 million users per month in 190 countries, Tinder has facilitated over 97 billion matches, a scale unmatched by any other app in the category.

Bans Off Our Bodies, Now more than ever, Tinder and AREA are united in our commitment to reproductive health andrights. Together, we have collaborated on an exclusive ‘Bans Off Our Bodies’ T-shirt, which made itsdebut at AREA Fall Winter 2024 / FW24 runway which draws attention to the tens of millions of people of reproductive potential who face bans to the care they need. Tinder and AREA proudly support patients, providers, and the entire movement fighting for reproductive rights.

In this spirit, Tinder has made a $25,000 donation in AREA’s honor to Planned Parenthood Federation of America. “Tinder stands firmly in support of reproductive freedom,” says Tinder CMO Melissa Hobley. “Through our partnership with AREA on the Bans Off Our Bodies shirts, we’re using fashion as a powerful vehicle to amplify this crucial message at New York Fashion Week, standing up for this fundamental right that directly shapes our futures, our relationships, and the way we date.”

“Our reproductive freedom is under a constant state of attack, with devastating consequences for millions of Americans,” says Alexis McGill Johnson, president and CEO of Planned Parenthood Federation of America. “That’s why together we must say: Bans Off Our Bodies. We thank Area and Tinder for their efforts to raise awareness around this critical issue.”

AREA Fall Winter 2024 / FW24 Sponsored BY ShopMy

AREA Fall Winter 2024 / FW24 collection is also presented by ShopMy, a premium, all-in-one creator marketing platform that connects top brands with influential creators. ShopMy’s comprehensive suite of tools empowers creators to grow their businesses and express themselves authentically while enabling brands to build meaningful partnerships.

“ShopMy is honored to support AREA’s opening show of Fall Winter 2024 / FW24 at New York Fashion Week,” states Tiffany Lopinsky, Co-Founder and COO of ShopMy. “Like AREA, we believe in the power of creative expression and authentic partnerships. Our platform is designed to give creators the freedom to showcase their unique voices while helping brands build genuine connections. We’re excited to contribute to AREA’s creator program and look forward to an impactful partnership that aligns with our shared values of authenticity and creative freedom.” ShopMy currently facilitates over $1 million in daily transactions for brand partners, demonstrating the platform’s effectiveness in bridging the gap between creators and brands.

Presented at Spring Studios ‘Creative Hub of NYFW’ for AREA FW24

Spring Studios, known as the creative hub of New York Fashion Week, also proudly presents AREA’s latest FW24 collection. As a platform for culture and creativity, Spring has been home to some of New York’s most iconic events in fashion, film, art, and design since 2015. “Fashion is at the core of Spring’s DNA – partnering with our clients and communities to create culturally defining experiences is the natural evolution of our mission through the lens of fashion,” states Olivier Brzezicki, Managing Director, Spring Studios.