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Brand To Know: Anaïs Jourden

Helmed by LVMH Young Designer Award semi-finalist Anaïs Mak from Hong Kong – yay, Asians! – the label is making more than just waves with a plethora of international stockists and It girls under its belt.
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For us in this part of the world, it is always so exciting to witness an Asian designer breaking into the international circuit with a cult following to boot. Of late, that label is Anaïs Jourden.

Founded by Anaïs Mak, who grew up in Hong Kong and trained in Paris, Anaïs Jourden broke into the scene in 2012 first as Jourden, with the label hosting intimate presentations often during the course of Paris Fashion Week. In fact, we recall attending one of Jourden’s earlier presentations, which took place in an abandoned warehouse’s basement a little away from the heart of Paris. Talk about unconventional.

Mak has credentials to back her up, of course. For starters, she was among the semi-finalists for LVMH’s highly-coveted Young Fashion Designer Prize in 2015. Then, Vogue Italia crowned her as the designer to know with their Who Is On Next Award that same year. The label also made its way across a whopping 18 cities including Paris, Seoul, New York, San Francisco, Tokyo and Mak’s home turf Hong Kong, with multi-label retailers like Le Bon Marche, Barney’s, Lane Crawford, Bloomingdales and Forty Five Ten, famously manned by its never-not-cool fashion director Taylor Tomasi Hill among their stockists. The creme de la creme? Anaïs Jourden had its own installations in the hallowed windows of Collete in Paris last December and you know what they say – if you made it into Colette’s windows, then you’ve really made it.

So, there’s all of that in a matter of just five years.

We could mention that Anaïs Jourden has been spotted on the likes of Bella Hadid, Gigi Hadid, Lorde, Priyanka Chopra and Elisabeth Moss, or in the pages of Harper’s Bazaar, Vogue Italia, Porter Magazine, Vogue Ukraine and Metal Magazine, but we think Mak’s rising fashion stardom already speaks for itself.

For the recent Fall 2018 fashion season, Mak held her first runway show at Paris Fashion Week, serving up her signature feminine, youthful, part-innocent, part-cheeky aesthetic through a melange of texture, materials and muted but statement colours. Now that Mak’s decided to take the runway route, we cannot see where she’s headed and we have our eyes on the look out for sure.

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