Schizolog for Jau Label

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JAU Label has launched their SS13 collaboration with VVVintage, which sold out at Somerset House during London Fashion Week back in September and to showcase the collection they have just produced a fun new cyber-inspired video:

Apparently Jessica Au’s recent infatuation with Die Antwoord’s “Zef Style” and the wave of neo-trash movement set her mind to work on her first womenswear and menswear collection that would focus on merging Japanese street style with stripper influences such as Brooke Candy. The collection also reflects Au’s love of illustration, and no doubt comic books, manga, animé, retro gaming… and we can see why its been particularly popular in Japan, housed in Japan’s TEKNOPOLICE alongside massive underground labels such as Kokontozai, the iconic Philip Treacy and William Richard Green.

We asked Au to explain a little more about the video and how its psychedelic technology and cybergaming themes tie in closely with her design work:

Where did the inspiration for the video come from?
It all started with a comic strip duvet cover I was given by VVVintage to use as part of the collection. It was covered in POW! and ZAP! explosions all over it, I thought it was perfect; fun, mad and high energy. Me and Rob (Heppell – Director, VFX, Editor, SFX and Producer) mulled over the ideas of what the video would convey, and that was exactly what I wanted – something that would rid the collection of any pretentiousness and bring it back to the boisterous and entertaining side of fashion. This is what I wanted the SS13 collection to be about.

Did you do illustrate the animations?
No, Rob the director did. He has this knack for working out new video effects and techniques by himself, and then applying it very well with each project he embarks on. He was really set on trying out the black screen behind Pia (model) and then imposing her into a mad 3D comic cartoon world.

Your collection is reminiscent of 80s/90s cyberpunk and techno rave aesthetic; creative sub-cultures partly inspired by current and futuristic notions of technology. Why does this look appeal to you?
I think secretly I want to live in “The Fifth Element”. Fast paced, techno, raving, bright colours, metallics, bright hair, eye contacts. I’ve been doing a lot of clubbing recently in East and Peckham, and all the influences of the crowds it draws has seeped into my work.

Can you tell us about your obsession with illustration and your curiosity surrounding intricate artistic concepts that inform the use of new fabrics and aesthetics in your collection?
Currently I am very fascinated with things like plastic, rubber, chainmail, laser cutting and 3D printing. I very rarely look to fashion as a starting point, in general there is so much happening around us in terms of music, art, film, literature, movements, politics, that just looking to fashion as inspiration is a bit of a cop out for me. It would be extremely easy to look at your favourite fashion designer and just regurgitate their work – much less make it personal to yourself. Drawing is also an integral part of the design process for me, without messing around with a pencil and some colour, I find it difficult to think progressively in any other way.

Would you say that technology influences your creativity and fashion sense?
Definitely I would say that it does. I gravitate towards materials and techniques that are either a new combination, or not in fashion at the moment. I would like to think of myself as a designer that either “reinvents” or “revives” dead/old trends and transform them into something that is desirable for the generation of today.

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