JiyongKim has launched a new Fall/Winter 2022 collection and campaign that hones in on the label’s sun-bleached garments and affinity for natural color fading treatment. The campaign, shot by Alexandre Gaudin, showcases the new collection on the sandy terrain of France to highlight the avant-garde and futuristic nature of the collection. Each item is made from carefully selected vintage and deadstock textiles that have been exposed to the natural elements for months on end. JiyongKim hopes this creative process will inspire a conversation about wastefulness in fashion.
From neutral-toned outerwear and layered tops to pleated bottoms and asymmetrical patterns, the expansive collection foregoes large amounts of water and harmful chemicals in production. The first part of JiyongKim’s Fall/Winter 2022 collection is available online and at select retailers worldwide.
Sun-Bleached Fall Fashion
JiyongKim Returns with Naturally Faded Garments for Fall/Winter 2022
Trend Themes
1. Sustainable Fashion - JiyongKim's use of vintage and deadstock textiles and natural color fading treatment presents an opportunity to tap into the growing sustainable fashion trend.
2. Upcycling - JiyongKim's focus on repurposing garments through sun-bleaching and exposure to natural elements presents an opportunity to explore upcycling as a trend.
3. Natural Textile Treatments - JiyongKim's utilization of natural color fading treatment presents an opportunity to explore the trend towards utilizing natural textile treatments in fashion production.
Industry Implications
1. Fashion - JiyongKim's sustainable and upcycling approach to fashion production presents an opportunity for the entire fashion industry to explore more environmentally-friendly practices.
2. Textile Production - JiyongKim's use of vintage and deadstock textiles and natural textile treatments presents an opportunity for the textile production industry to explore more sustainable and natural production methods.
3. Retail - JiyongKim's availability at select retailers worldwide presents an opportunity for the retail industry to tap into the growing market for sustainable and eco-friendly fashion designs.