They are young, funny and do not take fashion deadly seriously. The design quartet, backed by Anna Ryšánková, Nina Dvořák, Laura Váchová and Jaroslav Vích, is now at the starting line, from which they do not start at a sprint, but rather at their own pace. This is what allows them to enjoy the creative production process.
With the JARDA PRAHA brand with the public as part of the event WE ARE NEXT, which represents a young designer from all over Europe. Unlike their colleagues, who tried to shock or captivate the audience with their truly unique abilities, the mission of JARDA PRAHA was to entertain the audience.
Their first collection (Season 1, 2019) was a parody of Balenciaga, and the other (Series 2, 2020) already introduced the “Czech travel soul” in greater beauty, regardless of the possibilities related to Covid. She offered a Czech net full of rolls, a T-shirt a Bravíček poster from the 90s, Paris Hilton tracksuits, a beach bag with a yorkshire against the setting sun in the style of towels from the Holešovice market, and a crate full of cuttings was also present. In one hand a fancy sandwich, in the other a beer, and most importantly in style! And this is where the closer interest of fashion editors and the general public began.
This year, in their cozy, Vinohrady studio, they presented their independent ready-to-wear show called on November 26 season 3. The mood of the collection (or rather the collection of prototypes) was similar to the previous ones, but still a little more sophisticated.
Costume extravagance lies primarily in bold colors; turquoise and orange. The prints on the duvet vest or mutton leg of the Victorian dress resembled old kitchen gloves, which of course complemented the view, and the atmosphere of the Czech cuisine was extended to include apron dresses made of black duvet. The labels on the T-shirt with the slogans “Fun must be” and “That substance is a pig” resembled calligraphic samples from the copybook of primary school pupils, where an illustration of a bottler could not be missing. The most impressive piece was the down jacket, which resembled Balenciaga haute couture – from which the brand always likes to draw, but they have their show photo on their record every season.
“We wanted to show that our fashion satire is not necessarily just for Gen Z, but that we can combine it with seriousness in such a way that it appeals to all ages.“
The brand wants to build a collection on the Czech-Slovak identity in the future, which will allow them to draw from the (pop) culture of the 20th century, but also the generation of our grandmothers growing up outside the city. They work with current IT pieces of fashion giants, who humorously adapt to the Czech environment. Although this is not something that our European neighbors have necessarily understood, their work can be of even greater unique value to us.
Although we cannot (yet) compare the quality of processing with active brands that operate on the Czech-Slovak market, it is definitely worth monitoring their progress.