AKJP was born out of the ‘Adriaan Kuiters + Jody Paulsen’ collaboration between Adriaan Kuiters designer Keith Henning and artist Jody Paulsen.
The collection: Built on modern wardrobe staples and limited edition artistic prints by Jody Paulsen, the Permanent Collection will set a new foundation for the brand allowing for future lines to evolve. Currently the collection is geared toward providing everyday wear for South Africans however there are plans in the pipeline for high end internationally focused capsule collections built on the Permanent Collection line.
The collection consists mostly of unisex pieces with a few defined men’s and women’s silhouettes. Updated classic styles sit alongside new easy wearing shapes in crisp cottons and twills, with touches of luxury in the form of leather, silk and hemp.
The collection’s artistic prints were developed mainly through experimentation with collage. Drawing inspiration from the work of Henri Matisse, Hans Arp and David Hockney, Paulsen created each design with paper cut outs that are then digitised and printed. The patterns are applied to the collection by combining different printing techniques with embroidery and fabric collage.
The Concept: The concept for the campaign was conceived in the design process when connections began being drawn between the collection prints and silhouettes, and the work of artists represented by SMAC gallery.
Shot at the SMAC gallery, the campaign explores the relationship between three friends/lovers who find themsleves locked inside a gallery at night. Photographer Neil Roberts was tasked with capturing a strong sense of intimacy and connection between the models, who have worked together before on previous AKJP brand campaigns.
Faces of the campaign include Jae Kim, who began working with the brand at the age of fifteen, Daniel Defty, an AKJP runway and campaign favourite, and muse Nina Milner, a regular fixture on the international runways.
Describe the permanent collection in one line? The AKJP Permanent Collection is built on modern wardrobe staples and limited edition artistic prints by Jody Paulsen.
Tell us more? AKJP’s Permanent Collection will set a new foundation for the brand allowing for future lines to evolve.
The collection is for men and women. What attracts you more? AKJP has always leaned towards a gender neutral aesthetic. AKJP evolved from a menswear label and the style and design inspiration for our women collections have always had a masculine approach. The AKJP Permanent Collection consists mostly of unisex pieces with a few defined women’s silhouettes.
Can you give us some insight into your collaborative process? Adriaan Kuiters was originally a menswear label making classic basics. The brand then started collaborating with Jody Paulsen on full collections bringing in the graphic print element as well as the first women’s wear pieces. The brand has since changed its name to AKJP. The design team for this collection consists of Keith Henning, Jody Paulsen and Elaine du Plessis each bringing their own unique design experience to the brand.
The inspiration behind the prints and the silhouettes used? The prints were developed mainly through experimentation with collage. Drawing inspiration from the work of Henri Matisse, Hans Arp and David Hockney. Jody creates each design with paper cut outs that are then digitised and printed. The patterns are applied to the collection by combining different printing techniques with embroidery and fabric collage. We have updated some of the brands classic styles and introduced new easy wearing shapes. Working mostly with crisp cottons and twills and a few luxury fabrics such as leather, silk and hemp. The base of the collection is made up of our core staples and emphasised with limited edition pieces.
Photography Neil Roberts
Make Up Gareth Coleman
Models Jae, Daniel and Nina
Location SMAC Gallery
Jewlery by Steffany Roup
Shop AKJP here: http://akjpstudio.com/