The South African designer debuts Line by Jenevieve Lyons with Nataal


For AW17 Jenevieve Lyons launches a new diffusion line informed by clean tailoring and earthy hues. The young designer debuted Line by Jenevieve Lyons at Mercedes Benz Cape Town Fashion Week and now reveals her lookbook exclusively with Nataal. Lyons took inspiration for the collection, entitled New Line, by rifling through old copies of National Geographic from the 1980s that depicted the people and landscapes of Africa. Oversized bow shirts, wide trousers, A-line skirts and curved seamed jackets turn these cultural artefacts on their heads to create a new narrative. “The brand’s mission is to tell modern parables through fashion,” says Lyons. “As a South African designer it’s imperative to understand and express social, political and environmental issues on the continent and create renewed perspectives around our fashion identity and industry.”

Photography Hylton Boucher
Creative direction Jenevieve Lyons
Photography assistant Ferencz Szücs
Models Jae Won Kim and Lwakhe M at 20 Model Management, Joshua Gabriel Boulton and Caitlin Lamb at Ice Models Management

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Published on 20/05/2017