It’s no secret that independent labels struggle to find backers and efficient production facilities to help them build consistent collections and a sustainable business model. Au Jour Le Jour’s creative path has had ups and downs, but now it seems to have found a more structured way forward. The Pre-Fall collection the brand presented is produced and distributed by a different company than before; the outcome was a more streamlined and coherently articulated lineup.
The label’s fashion proposition isn’t that complicated: a youthful urban style updated with au courant street and sporty elements with lively whimsical accents to spice the mix up. Nothing revolutionary or fashion-forward here, really, but the vision has a certain grace and sense of humor that, when well-executed, feels fresh.
The offer revolved around easy daywear pieces that could be individually mixed and matched, as is customary in every wardrobe-oriented collection today. The best pieces were when the designers’ imaginative flair was let free, like in trompe l’oeil miniskirts that replicated the shape of a masculine shirt or that had a fake fleece sweatshirt attached and belted at the front. The oversize eco-furry hooded coats in bright electric blue and emerald green had a playful vibe, while a white ’80s-inspired wrapped minidress looked cool. It’d be nice to see the designers, now that their collection’s execution has been clearly upgraded, hit the fast-forward button on their imaginative approach in a more confident, assertive way.
