Since launching Jourden in 2012, Anais Mak has honed in on her ability to create textured, ultra-feminine pieces that never feel prissy or over-the-top. For Fall 2017, she designed an Exclusively Ours capsule collection that focuses on one of the brand’s core elements: shirting, which expands to include various silhouettes like poplin dresses. “Shirting is a staple of our DNA, and for this capsule we wanted to expand on that, creating key new silhouettes based around the core shirting,” explains Mak, on the phone from her studio in Hong Kong.
She goes on to explain that by rethinking some of Jourden’s previous shirting styles in a textured, monochromatic palette, the pieces ended up feeling more verstitle. “These are less so straightforward occasion pieces and more easy to wear every day—while still having strong details that show individuality, like ruffles and a play with proportion,” she says, adding, “I think the pieces would be really charming on their own, even without all the textures.”
To capture the collection, Mak organized a shoot at an old shoe atelier in Hong Kong, which resides inside the building full of tailors where she made first made a collection as a student in Hong Kong. “The location was special for me. I think the feeling and mood of this collection works well with the tailored workshop, because it gives an edge to the more feminine pieces. The backgrounds are a bit loose and chaotic, but I like that the girls are hanging out there.”
We can’t help but also think about the workshop space as a metaphor for Jourden as a brand—ever-evolving, creative, and full of artisanal touches. From exaggerated ruffles to tech-raffia and floral embroidery, signature details continue to build the brand’s strong identity season after season, with this capsule’s perfectly executed feminine edge being one of the strongest yet. Wear the pieces together, on their own, or mixed in with other New Arrivals, and you can’t go wrong.