AZ Factory continued its commitment to nurturing emerging talents during Couture Week, fostering a dialogue between the younger generation of designers and the traditions of haute couture. This initiative includes providing up-and-coming designers with a team of professionals to guide them through the design and atelier processes, as well as offering support for international and institutional press visibility, marketing, and communications.
Among the designers supported by AZ Factory is Jenny Hytönen, known for her elaborate and highly technical designs, characterized by a sharp and imaginative approach. The AZ Factory with Jenny Hytönen SS 2024 Couture Collection was showcased at an official event of the Haute Couture Fashion Week, set in a secluded loft on rue du Pont aux Choux in Paris. This raw, urban space served as the ideal backdrop for Hytönen’s soft-punk creations. The unique presentation featured models mingling with guests, followed by a human-size scanner projecting their silhouettes throughout the room, creating an immersive experience that embodied Hytönen’s vision of the future: vibrant, diverse, and focused on transformation.
For Hytönen, the future of fashion is about repurposing and reinventing, turning old elements into new, innovative designs. Her approach combines external form with internal functionality, creating garments that reveal their history and durability. The AZ Factory with Jenny Hytönen SS 2024 Couture Collection primarily utilizes recycled military shearling jackets in various shades of brown, reimagined into feminine shapes like tops and neck covers, with miniskirts crafted from belts. The collection is a thoughtful collage of transparency and textures, featuring blush pink translucent silhouettes in organza, inspired by 1920s evening gowns, adorned with metallic details. Undergarments in the collection pay homage to the archival designs of Alber Elbaz, further emphasizing the blend of past and future in this innovative couture line.
