LGFW :: Juma S/S 2012

Last night, Juma‘s hyper-printed models made their way down the runway in dresses and separates that offered a stark contrast to the cold wind blowing outside the tents. Pieces were light and airy, with bright prints that are any thing but the norm. Which is exactly what we’d expect from the sister&brother team that creates unique digital prints for each collection.

The New York-based pair of Alia and Jamil have made their way around the world, and it’s easy to see this in the clothes. Styles are none-too-familiar, offering different cuts and drapes that would make any piece stand out even without the fantastic patterns.

Personal favourites included a multicoloured knit circle scarf & skirt combo, the shorter dresses (see last look above) and of course those bags! One thing I would have loved to see a better display of were the scarves. The 45″ silk twill scarves displayed in the lookbook are the perfect canvas to showcase the stunning prints created  by Juma. There are some on the website, but I highly recommend getting your hands on the latest lookbook to see the new ones.

In an interesting new bit of promotion for the year, select pieces from the runway collection are now available on The Peacock Parade until October 25th. It’s part of the site’s Off The Runway offering which should be an attractive sell to those fashionistas who simply cannot wait until Spring. And who can blame them? The wrap dress is mad-cute and totally wearable for fall.



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