The winner of the Hyères’ Festival’s Grand Prix Jenny Hytönen, envisions the future as vibrant and diverse. Her intricate and sensuous approach of the garment, involves transforming something old and breathing new life into it. 

This Spring-Summer Couture Collection, centers around recycled military shearling jackets, presenting them in various shades of brown. This traditionally masculine attire undergoes a transformative process, being cut and reconstructed into feminine shapes such as tops and neck-covers. Belts are repurposed to create miniskirts, showcasing the innovative use of materials. The overall looks are thoughtful collages, seamlessly blending transparency and textures.

The blush pink translucent silhouettes in organza pay homage to archival 1920s evening gowns. These ethereal pieces are adorned with metallic details, reminiscent of archival Alber Elbaz’ designs. 

This collection successfully bridges the gap between tradition and innovation. By supporting emerging designers and embracing a vision of the future that values diversity and functionality, AZ Factory continues to push the boundaries of haute couture. The collection’s use of recycled materials and unconventional design choices reinforces the brand’s commitment to sustainability and creativity in the ever-evolving world of fashion.

Discover the AZ Factory Spring-Summer Couture Collection by Jenny Hytönen on Crash Magazine.

Credits :
Art Direction :  Tuomas Laitinen & Chris Vidal Casting – Alexandra Sandberg
Make-up : Jenny Jansson
Hair : Linda Lehto
Video Installation : Uberraum