2017          2018





Turning away from marketing driven storytelling the AW17 collection offers a take on big coats, traditional shirting, and warm knitwear. In some pieces a military influence reflects on previous collections.

Focusing on the pieces itself rather then an over-arching narrative the collection is not an illustration of a romantic thought or story.

Instead Hand-painted scenes of a tailor at work illustrate the dedication to craftsmanship of the brand. Using old-fashioned techniques that have gone out of style due to the more labour-intense nature and the need for an evermore faster fashion. The less obvious «old» techniques offer better quality and durability, a poignant reminder of the need of every artist and designer to create something new but timeless.


Big volumes and the now signature rounded sleeves make up a recognisable silhouette.

The colour-palette deliberately consists of military greens, navy and blues contrasted with a muddy brown and black.


A  soon-to-be-released video collaboration with the Yarza twins highlights a set of emotions that go hand in hand with creating. Different, seemingly unrelated scenes come together in a moody animated short.



Photography: Christophe Suant


© 2017 Mai-Gidah

Designed by Florian Gauthiero