Shanghai based international womenswear label SIRLOIN, founded by the Japanese-Swedish Duo- Mao Usami and Alve Lagercrantz, will launch their brand during Paris Fashion Week with their very first Autumn Winter 2017/18 collection.Mao and Alve, both Central Saint Martins graduates in 2013, have already been awarded LVMH Grand Prix Scholarship, the L’Oreal Professional Young Design Talent, and the Sally Woodward award. Since then Mao carried on her design career at Louis Vuitton and Alve at Dries Van Noten until their assembly in Shanghai to initiate their very own brand- SIRLOIN.
Their ultimate vision is to create a full wardrobe ‘literally’ from inside out - owning underwear that matches with your favorite outfit is the true luxury. Sirloin is a brand that celebrates the importance of laziness and stupid elegance, which requires a different kind of confidence. The collection focuses on the ‘intellectual’ questions that every Sirloin girl would ask herself during their brief moments in the toilet - a place that allows the trivial, silly yet brilliant questions and ideas in life flow free. The public toilets at Madeleine, built in the
1930s with monumental status and now opened for the first time again since 2011, emphasize the self-ironic point of view. SIRLOIN have flown from another end of the world to present their very first collection at this elegant toilet.Fabric and design plays around the idea of the confident Sirloin girl who loves wearing old men’s clothes. From classic vintage check corduroys and cashmeres to Chinese sand-washed silk juxtaposed against hairy sweatshirts, velvet mesh and toilet paper pattern towel, presenting the narrative of Autumn/Winter season. The collection finishes off with ‘outdoor’ wear in underwear details, intending to complete the ready-to-wear collection with underwear. This accentuated the brand’s vision of creating a full wardrobe, by merging underwear/lingerie with ready-to-wear system.
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