The second day of London Fashion Week starts with a relative newcomer. Zoe Jordan, the brand, is only two years old. In a city where some of the design houses can trace their roots back to the 19th century, that’s practically newborn. Yet, in a very short period of time, Zoe Jordan has become a very hip, very popular and very important brand to watch.
Ms. Jordan says of her spring/summer 2014 line: “This season I am trying to bring together some of the more popular themes and movements that have been the pulse over the last couple of decades of the fast-paced, urban, multicultural capital, London – that I am proud to call home.”
Those themes are brought to bear in clean line silhouettes, graphic prints, and allowances for the often less-than-enjoyable weather that seems be plaguing the city. Some here in London are calling the look “Luxe Urban,” but it really is more sporty. jersey dresses, printed Ts over short skirts, and even printed one-piece swimsuits under short shorts. While some of the prints certainly have that street art vibe to them, the collection is still rather soft.
The color palette has a white base with touches of light pink, baby blue, and eventually a brighter red/orange. There are few solid color pieces, though. Ms. Jordan likes to mix the colors, which on a few pieces results in a surprisingly attractive gradient with white hitting right around the waist, as though someone was trying to erase the tummy all together.
Sheer panels are very much a thing this season and Ms. Jordan uses them heavily in a variety of tops, some of which are completely sheer. My favorite may be a sheer piece that looks from here like a hoodie, with a white overcoat on top and a blue tube top beneath for modesty. Sporty, sexy, and perfect if one suddenly gets caught in a downpour.
This is London. Sudden downpours happen.
Overall, a very wearable collection that should take the young brand even further. For Americans, your best bet will be to shop online either at the designer’s web site or Herrods.com.