Time is an amusing concept, some say it's man-made, others try to pay zero attention to it altogether, but one thing is for sure, time dictates not only our lives but the structure in which we live out our lives. Many of us, through no fault of our own, either live in the past or spend all our time looking to the future, rather than focusing on the present - it's this very concept that has inspired design duo Jordan Bowen and Luca Marchetto of JORDANLUCA, so much so that they've decided to dedicate their A/W 21 collection You Are Here to the unquantifiable space between the past and the future, and the ephemera slips through it.
In the words of JORDANLUCA:
'This collection is an affirmation. The more we focus on time – past and future – the more we are eluded by the Now, the most precious entity there is. These clothes are a reaction to how we felt. Focused. Angry. Engaged with a visceral instinct to explore our process. Our perception of what we create is in constant flux and evolution. The collection has been a healing, a catharsis, emerging from our many years in recovery. From addiction. From sensory and emotional overload. From life.'
As for the campaign's visuals, stylist Gabriele Papi worked with photographer Aytekin Yalçınthey to mirror something otherworldly. Promoting a sense of calmness and tranquillity, the campaign represents a comfortability that human's often refuse to accept - always racing towards something rather than taking time out to enjoy life itself. There is no mistaking what both Jordan Bowen and Luca Marchetto are trying to say here; it's time to start focusing on the present.