Gong Yi, head of the JNBY US branch, tells Chictopia about the JNBY Fall/Winter 2011 lookbook. Soft layering, hints of functionality, and cute shoes—their newest collection is nothing short of innovative, feminine, and sleek.
Created in Hangzhou, China by grads of China’s Institute of Design, the Chinese retail chain hit international success setting up shops in big cities such as Hong Kong, Tokyo, Toronto, and New York City’s Soho district.
“The brand, founded in 1994, was conceived by an unsung cadre of 12 students largely inspired by the club-wear of the late ’80s and ’90s.” – The NYTimes
Known for carrying double-duty pieces that can be worn upside down or reversibly, JNBY’s slouchy yet architectural look has our attention. JNBY’s description of their Fall/Winter 2011 collection:
For this season the design collective behind JNBY explored a variety of themes including “New Uniform”, “Future”, “Clown”, and Rock & Roll". JNBY continues to design with the aim to enhance individualism through their clothing, with the use of multifunctional and versatile designs.
AMETHYST: JNBY stands for “Just Naturally Be Yourself”. Can you elaborate on the meaning?
GONG YI: The desire to encourage individual interpretation of design as it relates to modern lifestyle is the constant driving force of JNBY. JNBY’s aim is to allow for individual interpretation of their pieces. Their multi-functional designs allow the customer to play with the clothes and explore various ways to wear each garment. This allows for the JNBY customer to effortlessly incorporate these pieces into their wardrobe while still emphasizing their individual style.
AMETHYST: Who would the quintessential JNBY girl be?
GONG YI: JNBY caters to modern, intelligent and forward thinking women. Their chic design sensibilities and urban aesthetic perfectly fit the style of women who have a point of view when it comes to what they wear and how they dress. The customer base of JNBY spans a broad demographic of ages and backgrounds. The extensive range of styles and the multitude of ways in which the styles can be worn means that JNBY can offer great options to women of all ages whether that be the 22 year old NYU student or 45 year old successful executive.
AMETHYST: JNBY uses a lot of neutral and earthy colors in the Fall/Winter 2011 collection. Why this color palette?
GONG YI: The JNBY design team is inspired by all aspects of culture including music, art, and architecture. In addition, JNBY is based in Hangzhou, China, which is significant source of inspiration for the design of their collections. Hangzhou is well known for it beautiful natural surroundings, including lush gardens and the monumental West Lake. The designers often draw colors from the nature around them, resulting in a rich palette of earthy neutrals with pops of vibrant color.
AMETHYST: If you could describe the collection in one word, what would it be?
GONG YI: Inventive.
AMETHYST: Tell us why we should love your collection.
GONG YI: The design collective behind JNBY really wants the individuality of each person to shine through their designs. They encourage a playfulness in exploring the many ways their garments can be worn. JNBY’s designs are unique and multi-functional allowing the customer to wear their pieces in several different ways, creating added value. JNBY offers a high level of design and quality at an accessible price point.
Find out more about JNBY:
by Amethyst Wang
Images via JNBY Fall/Winter 2011 Lookbook