MILAN — The pandemic has compelled many designers to press pause and reset, confronted with turbulent financial prospects in addition to creativity challenges.
Diego Marquez, cofounder of hip modern model Au Jour Le Jour, which gained a major following within the mid-2010s, is taking the solo route with the launch of a brand new style challenge for spring 2022 known as Diego-Go.
The model was established in tandem with enterprise companion Massimiliano Lanza, an internet designer and artwork director who had little to do with the style world however performed a pivotal function in convincing Marquez to embrace this enterprise, whereas Milan-based Anima Group helps the designer and Lanza set operations.
Marquez defined that the Au Jour Le Jour model is on maintain for the reason that final assortment launched for spring 2020 and time will inform if he and enterprise companion Mirko Fontana will ever resume the model they based in 2010.
Whereas taking a step again from the style world, Marquez frolicked musing on his background and origins, in addition to on how he envisions a style model as we speak. “I felt like the style world dominated by advertising and digital ideas not represented me,” mentioned Marquez.
Throughout lockdown he additionally wrote a guide retracing his dad and mom’ journey from Chile to Italy within the ’70s, which had him “rediscover my origins, the tradition embedded in it, which I had all the time thought of to be not so cool.”
Primarily based in Milan, Marquez introduced the colourful and comfortable spirit of Latine tradition to the style merchandise he treasures probably the most, each personally and professionally: A well-crafted shirt, which he described as a sensual garment for women and men.
Working a premium number of supplies together with Oxford cotton, poplin and viscose with a silky contact, shirts can be found in three matches, every lower in short- and long-sleeved variations.
“There’s a uncooked and emotional aesthetic to the gathering, drawn from the ‘barrio’ life-style,” defined Marquez, who teamed up with Spanish illustrator Ana Villegas to create the quirky characters — every bearing names drawn from the Latine lexicon, equivalent to Lola, Pepe, Miguel, Ramona — that seem on the shirts virtually like they had been taken from a sketchbook, he mentioned. “They’re the weirdos every household has,” Marquez enthused calling the group as “Familia Desastre.”
Celebrating the Mediterranean iconography, which can be a part of his background, different types characteristic prints of anthropomorphic crabs and lobsters, in addition to illustrated scenes of seaside city landscapes with pop-tinged homes and villas, the latter impressed by the island of Pantelleria, Italy.
Aware of the necessity to give the model industrial viability, he additionally developed a spread of pajama-style shirts and shorts embellished with hand-drawn stripes or large initials, for “prospects which might be much less loud fashion-wise,” he mentioned.
Whereas conceived as a males’s model, Marquez sensed it may enchantment to ladies, as effectively, de facto debuting the spring 2022 assortment as a genderless providing whereas strongly tailor-made for a exact goal: males of their 40s searching for a particular piece to put on. He confessed to himself being the epitome of the purchasers he expects to put on his Diego-Go creations.
Positioned within the superior modern market, the gathering retails at between 270 euros and 400 euros, and it’s wholesaling at Milan-based showroom Cicerchia. Marquez mentioned consumers’ responses have been encouraging to this point, particularly because the gross sales marketing campaign will stretch effectively into late September, to faucet into the ladies’s market.
Following an uncommon route, the designer confessed he’s additionally aiming to launch a tableware capsule bearing the identical graphics and illustrations seen on the garments, “capitalizing on this class which is booming within the aftermath of lockdowns,” he mentioned. Marquez can be dedicated to broaden into eyewear in the end.
“It’s a life-style model which we will positively have enjoyable with,” he mentioned.