5 Reasons To Add Cult Label Area On Your Couture Radar

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Designers Piotrek Panszczyk and Beckett Fogg of the New York-based ready-to-wear label Area recently showcased their debut Haute Couture collection through a virtual presentation. Stepping away from the seasonal calendars, the duo decided to restructure their collection drops closer to the purchase dates instead of waiting for the Spring/Autumn schedules and naming their lines in numbers instead. Apart from a heavy-weight clientele that includes Michelle Obama and Beyonce, and the brand’s individualistic fashion voice here are 5 other reasons why you need to watch out for Area’s contribution in the couture world.

  1. Vision And Execution 

While fashion films are the current norms, more times than less, the theatrics take over the craft and the viewers are left wanting to see more of the product. For Area’s debut couture display, the backdrop was a minimal white which allowed the silhouette to take the centre-stage, zooming into the detailed craftsmanship that was the actual USP of the collection.

 

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2. Size-Inclusive 

Plus-size break-out star Precious Lee was one of the stars (alongside Yasmin Wijnaldum) helming the campaign. Lately, all major fashion brands are working towards becoming more size-inclusive, but Area went a step ahead and created a whole couture collection embracing the plus-size wearer, instead of sticking to the sample couture size which doesn’t reflect the consumer of today.

 

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3. Challenging Construction 

The idea was to create a visual fantasy through intelligent construction and innovative custom-tailoring techniques. In a line of 14 couture pieces, Area exhibited opulently embellished pantsuits, cake dresses whose tiers were created from duchess satin and tulle, open from one side, playing into the signature Area edge. Crystal-encrusted, rib-cage resembling naked dresses and fringed, fishnet capes on fitted body-suits punctuated the collection.

 

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4. Surface Ornamented In India 

Created through the collaboration for a period of 6 months between their New York studio and the embroidery team in India, the couture ensembles were hand-crafted with half a million Swarovski crystals. Besides the shimmer fiesta, coin embroideries derived from the Berber community were also infused in the unexpected pantsuit silhouette.

 

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5. Redefining Couture 

Label Area is all about the loud and proud of fashion. Over the last year, fashion had become all about terms like comfort, minimalism, practicality and functionality, almost like the art element of the sartorial world was also in lockdown. It was refreshing to see daring cuts, exorbitant sizes and unabashed risque factor being played to its full strength through this presentation. Whenever the world returns to normalcy, these tailor-made masterpieces deserve a spot on exclusive red carpets.

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