In light of London Fashion Week, last week Jaded graced the physical realm for a 5 day pop up experience in what’s known as home to some of the most fashion savvy individuals, East London.
As predicted, queues of Jaded fans swarmed the streets outside its temporary pop-up space, eagerly waiting for their turn to explore jaded in its physical form. The brand has always taken pride in its ability to maintain an online presence through numerous digital schemes and this was evident through the hundreds of enthusiasts who stood outside to support. I too had the luxury of getting up-close and personal with some of Jaded’s exclusive new pieces. A Grunge fusion collection comprising of a number of unique themes equally complimenting Jaded’s Y2K rockstar aesthetic.
Upon arrival, you couldn’t ignore the captivating visual merch elements assigned to aid each story. The retro sound speakers stacked against cemented walls created the perfect atmosphere for an underground warehouse party, with every piece perfect for the occasion. A collection filled with sandpaper denim, forest prints layered over sheer fabrics, Rodeo denim & biker jackets with colour palettes mimicking the American flag. It’s safe to say this was truly a collection of rebellious themes incorporated into what’s known as ‘Jaded’.
Collection; Sub-Rosa subsequently stole the show collaborating the two concepts of beauty and distortion. The collection was filled with statement silhouettes merged with chaotic prints & textures. Burnt effects paired with mesh paneling, sanded denim decorated with metallic studs and floral prints draped over tie & dye textures.
Pieces from the collection have already been pictured on influencers such as Reality TV star, Mariam Musa. Speaking of Celebrities, Kylie Jenner, Hailey Beiber, EmRata and Alex Cosani are just some of the names listed in the Jaded hall of fame.
Further back on the rail we had the equally striking ‘Fatale’ ensemble. From prices starting from as low as £32 GBP, Jaded invites all to get involved and join the party. Picture delicate fabrics, feminine silhouettes paired with forest florals and lace layering then add in some boho knits and maxi lengths. If clothing were a feeling, this would orchestrate the perfect setting for a dark romance.
Contrastingly jaded’s menswear capsule definitely introduced a balance whilst still complimenting the warehouse grunge aesthetic. Tailoring partnered with School boy grey, star print sleeved tees and lastly the unifying ribbed knit zip-up sweatshirt bridging the gap between Men’s & Womenswear themes.
I was fortunate enough to be assigned a lovely brand rep who helped guide me through each collection as well as enlightening me on Jaded’s future plans of international expansion. With now 10% of sales trickling in from the far east thanks to endorsements from K Pop Stars including Sakura from Sserafim, the founders felt it couldn’t be a better opportunity to extend their footprint into the Asian markets where Jaded’s Street style grunge aesthetic would be fully embraced. Whilst skimming through each rail, it was evident across board that the K pop flare had definitely contributed to its rock star image.
If the assignment was to turn heads on the go, the packaging alone ticked all the boxes. Not a detail missed. Campaign face images printed across the front, finished with the top handle cleverly placed giving any bystander a taste of the Jaded sauce.
To summarize, was it worth the visit ? The answer is certainly. Jaded’s Pop-up didn’t fail to deliver, from fusion collections filled with everything from Festival to Lounge, the brand successfully delivered the Jaded experience on earth.
