PFW SS25: JennyFax

Image: Kiera Simpson (@kiers)

New Wave Magazine entered the world of JennyFax on the 24th of September at Crêperie Gigi near the Le Carreau du Temple. The brand unveiled its SS25' collection with the presentation, “Come Together”.

Created by Taiwanese designer, Shueh Jen-Fang. The brand aligns with her goal of empowering those who find it difficult to be themselves. An unassuming sweet spot quickly turned into the perfect venue for the designer’s debut Paris presentation. Attendees experienced a multi-faceted conceptual event as opposed to a standard catwalk. 

Image: Kiera Simpson (@kiers)

JennyFax is a regular feature at Tokyo Fashion Week and previously held a presentation in the designer’s hometown of Taiwan for the 16AW' season. Stylist Lotta Volkova is a repeat collaborator, expanding the designer’s worldly presence and bringing it to Paris for this SS25 season. Additionally, working with Angelic Pretty on Lolita-inspired garments and accessories, JennyFax highlights the popular Japanese subculture which originated in the 90s.

Image: Kiera Simpson (@kiers)

The models were holding glasses of wine and tea as attendees stepped into what felt like a gal pals meet up. Positioned in a circle, they remained sitting as if completely disinterested in fashion week attendees, unaware of our existence whatsoever. It was their evening and we were crashing the party. What initially seemed a collection of old friends, quickly became a conglomeration of identities that embody different elements of the feminine experience. 

Image: Kiera Simpson (@kiers)

School girl outfits incorporated tight ringlet curls and bow details which were found throughout the entire styling. Presenting in both pink and white colourways. Guests were pulled directly into the world of girly-pops and their affinity for bursts of colour and playful textural pairings. Ballet shoes were expanded and puffed up to make handbags. Five, six shoes were sewn together with accompanying shoulder straps draped over shoulders. 

All white pairings ambled from makeup to footwear, monochrome and texturally compelling. Square leather bags displayed imagery of a snowy cabin at dusk whilst printed with the brand’s logo. Otherwise neutral palettes remained intriguing as they were composed of various materials. Colour block tie bow detail acted as the primary closure on satin tops, the same colour lining the edge of sleeves.

Image: Kiera Simpson (@kiers)

The staff at the venue walked around handing out glasses of chilled rosé and white wine, identical to what the models were drinking. This drew us a step closer into their world, yet we remained wholly separate from it. Each of the seven models represented a distinctive character, one with a completely different background from the next. JennyFax invites you into the worlds of girls and women she aims to empower, showcasing the variety in the ways they may live or dress. Encouraging the onlooker to tap into these narratives as they may directly cross over into their own lives. 

Image: Kiera Simpson (@kiers)

Characters portrayed included the “boyish bar manager, a mother on a family vacation, a secretary on her way home from work, a girl returning from school and a girl who loves Lolita fashion”. Focusing on body positivity, the brand aims to encourage confidence in its wearers and onlookers alike. One of the stand out garments was a 3D scan of the designer’s body which was turned into a corset. The presentation works to embody the notion, “just as you are”. Aiming to take this sentiment home, models of various body types, backgrounds, personal styles, and features were highlighted in the presentation. They were adorned by nostalgic oversized shoulders which operate as a hallmark of JennyFax’s iconic silhouettes. Otherwise standard pencil skirts were uplifted with patchwork detail and reimagining of lingerie.  

Two versions of the corset top were on display. One in all white and the other with detailed hand painted horse imagery. A “bag” of sorts was paired with one of the looks, which was a child’s key ring. Pale yellow, it featured a mangled series of 20+ keys, acting as decoration to the otherwise black and white outfit.

The horse corset was paired with white faux-trousers embellished with rhinestone detail. Flared at the bottom in the shape of a maxi skirt, the garment was tailored to cinch in at the thigh. Left unzipped, they emulated the feeling of getting home after a long day and finally peeling one’s outside clothes off. 

Image: Kiera Simpson (@kiers)

Bustling conversational audio played over the speakers in the background, creating the feel of a busy cafe. Sans audio, it may have been difficult to engage with the intimate nature of the showcase, leading guests to feel as though we were voyeurs in private conversation.

The looks were playful, innovative, and unafraid of quirkiness. They presented a refreshing take on femininity and the ways it can be performed. Or rather, why it is best to allow people to be themselves. Operating, dressing, and feeling however they're naturally inclined to.

I can say with confidence that this was the most unique, conversation-worthy, and beautiful experience I’ve yet to have in a Crêperie. Go on JennyFax, we’re excited to see what’s next. 

Image: Kiera Simpson (@kiers)