JUMA – 2011 Fall/Winter Collection
Another 4-letter word we’ve come to embrace after experiencing it for ourselves, JUMA kicked some serious fashionable ass with their 2011 Fall Winter collection. Just check out those indecent platforms noir. First looking at the photos, we thought we were seeing things. The models appeared to be floating in mid-air, but it wasn’t so. Backgrounds, lighting and a touch of clever, made the intimate JUMA presentation a stand-out. Models walking along an H-shaped ‘runway’, making seated guests an integral part of the show. ‘Tuck your feet in’.
photo credit: Filly Silver
Ex-model and George Brown graduate, and renaissance assistant designer Alia, is one part of JUMA. The other is her brother, Jamil, who holds a graduate Biosystems Engineering degree from McGill University, and was an investment strategist before turning to fashion. The brainchild of the siblings, JUMA, was born in 2003.
Their line is technically, geographically based out of New York, but takes its inspiration from their cross-continental life. Nomadic eastern experiences and urban western surroundings make for a line that is dark and moody.
FW 11 is no exception. Inspiration comes from Tibet, Thailand and Shenzhen’s local tapestry and wildlife shaped the uses of vibrant colour and intricate designs. Everything in this collection is made to layer. Dresses, scarves, blouses, tops and those silky black knits. Layering and distortion was done for modernization. Colour gradients were added; midnight blue, burnt coral, olive, nude and black. And those amazing rainbow-coloured knits towards the end of the show? Those were inspired from thick, colourful wool blankets that mountain people wrap around themselves during Tibet winters. They remind us of Osh Kosh, in the coolest way possible. Vintage hi-tops and a beat up Adidas tee would look just as sweet.
Nice work JUMA.