Amsterdam Fashion Week Day 2 – Studio JUX

About the author

Sabrina (who is old as fuck) has more energy than a Duracell bunny, and uses it to dance in the newest clubs, eat too much junk food, play all the videogames, examine apps and shop - even though she has more than enough clothes. Sorry Earth.

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Between all the contemporary shows at Amsterdam Fashion Week it’s always nice to see a show with pieces that you just want to grab, right from the catwalk. For me, that show is always Studio JUX.

Studio JUX is a young, Dutch brand with its own workshop in Nepal. Since Nepal is a very poor country, with a lot of people but very few jobs, JUX makes sure that their tailors receive a fair salary. Not only are they do-gooders for other people, but since they exclusively use sustainable materials for their clothes, it’s also good for you. Honest clothing that you can easily wear and have fun in. (JUX is a German word for having fun).

I see good energy in your future

Their line for fall/winter 2013/14 was based on the idea that in hard times, people tend to keep to themselves a lot. They always cover up, as if they need armour. However, founders Carlien Helmink and Jitske Lundgren think that if you open up, good energy will come your way. This resulted in a line that’s fun, colourful and easy to incorporate in your wardrobe.

Colours like dark indigo, burgundy and mustard yellow, combined with pink, blue and beige soft pastels, gave the clothes that ‘good energy’ feel, while the shapes were a bit more business-like. Suits for men and women, and even one with shorts. (You can see this one below, together with an adorable little pinkish blouse and cute socks in high heels. I wanted to wear it immediately and keep it on all day, every day). Shiny fabrics alternated with tweed and knitted goods. The models’ make-up was natural, but a little heavier on the eyes. Fall make-up, if you will. The music reminded me of spring, and the alternating colours on the screen behind the models only amplified that feeling.

The brand succeeded in translating their story and ideas into the real deal. Even though I’m a big fan of summer, I can’t wait for fall to arrive so I can début the pieces that will end up in my closet on the streets of Amsterdam. With an open, happy attitude of course.

Photos by Sabrina Beek

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