By Martina Conte

SS24 JORDANLUCA’s collection starts from an unusual but at the same time extremely curious and effective basic concept: when times are tough, people buy lipsticks, an incisive and landmark cosmetic.

The collection that walked the runway on Saturday 17 in Via Tortona in Milan marks the Brand’s first complete womenswear collection, presented alongside the men’s collection. Red lipstick is the protagonist of this fashion show: the catwalk is suffused with red neon with red plastic details that give a glimpse of the other side of the catwalk and the audience. Red evokes different meanings, including sex, murder, power, blood and even death; all recurring themes in this SS24 by JORDANLUCA.

Different materials wrap the bodies of the models and models on the runway: lace, latex, large plastic accessories, leather and denim!
This collection focuses on a society that wants to live only in the present, people who want to face adversity and find happiness even in the most difficult moments. JORDANLUCA showed that one can connect in a supercharged sexual pursuit, ephemeral or lasting, tender or cannibalistic, it is evident in many garments and clothes on the runway.

The fashion show began with loud music, techno, mysterious sounds with references to nature and the unknown, ending with the song « Hope is a dangerous thing for a woman like me to have » by Lana Del Rey, bringing the audience back to peace and reflection.

Discover more at JORDANLUCA.COM

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