Since we last saw a collection from Juma, the brother-sister design act secured an exclusive line of scarves with Harvey Nichols Hong Kong, embarked on a fundraising campaign to show their wares at New York Fashion Week, and followed through on that plan, to the notice of industry bible WWD.
Juma went into Toronto Fashion Week as a label to watch and they backed that up last night. The pair has a consistent vision—indeed, the shapes on offer don’t change dramatically from season to season. Jamil and Alia Juma deal in prints, and this season the duo were inspired by Turkey, honing in on feathers, reptile skin, tropical flowers that were blown up and manipulated beyond recognition. To wit: A purple and pink print of peacock feathers looked more like a collection of galaxies that anything of earthy origin. Another feather print brought to mind the surface of the moon. The fabrics were Juma’s signature mix of jersey knits and scarf-like silks arranged into leggings, soft jackets and tunics, and dresses draped into lightly-curved asymmetrical shapes.
Also making an appearance were a handful of last season’s colourfully-striped knit pieces, lightened up for spring from black to light grey. A shrewd move: Last night, we spotted at least three people sporting the current versions. Those looking to get in on the ground floor for spring can head over to thepeacockparade.com, where seven pieces, including a pair of highly-covetable printed totes—new additions to their growing lineup—are on sale now.
See a gallery of looks from the Juma Spring 2012 show