AW23 BREATH

We invite you to join us as we take our first sip of life in a new chapter of the giu giu world. 

After 10 years, the phoenix has risen from the ashes. Everything begins with the breath. 

Embracing the flame of purification, the collection is rooted in simplicity, and designer, Giuliana Leila Raggiani took inspiration in the foundation —  or "bread + butter" — of the brand, created in 2013. Though it simultaneously carries a blend of memoirs, nostalgia,  evoking the senses (+ a sprinkle of humor).
The common thread of    B R E A T H    is woven through each hue and pattern of giu giu's signature NONNA collection of shrunken ribbed knits — including the resurfacing of the iconic fiery "POMODORO" c. 2015. (inspired by the secret recipe of her beloved grandmother's tomato sauce), a luxurious blood-red "SHIRAZ", a powdery, slightly-sepia-toned heather grey, "TUMBLEWEED", and a bold + blunt engineered color block, "GARLIC."

pause • breath • begin again. 

The collection hues are showcased this season, in a documentary style "laboratory" feel, with the launch of a mini-film series by Sweden/France/Mexico - based artist, Anna Senno. The Collaboration between Senno + Raggiani was centered around the theme of "Breath" and shot in their mutual safe-haven of Montvalent, France. The series will be show-cased in a sensory exhibition, alongside the AW23 private showroom in NYC from 14-16th of February, 2023.
 
While the collection is small, classic, and concise, it carries a certain power, passion, and celebration of the fire element, in its profound alchemy. An electric red-tinted lurex was sourced from Kyoto, Japan, and plaited with the signature shrunken-ribbed 'NONNA' silhouettes, to create the color-ways of 'INFRARED' and 'EMBER'.
As this was a time of personal reflection for the designer, 'BREATH' naturally references memories of her own clothing from the past, which led to a subtle homage to her mundane, plaid uniform worn in Catholic elementary school –– the consistency and ease, minus the comfort. Her personal pin collection was her touch of accessorizing the uniform with her tie (resulting in the new series of 'giu giu club' pins this season).

The re-discovery of the plaid prints, led to thoughts of her rebellious years in London, learning the craft of machine knitting in her 20s, while at Central Saint Martins. Through these ideals, the 'KILTED MEMORY' mixed-plaid print was conceived –– A collaged and warped artwork, a "woven" juxtaposed on a "knit" symbolizing its futuristic and rebellious angle. A shift from the "cookie-cutter" tartans of the world.

This punch of punk and passion was ignited through the lookbook, photographed by the designer, in Paris inside the home of her dear friend and muse, Stéphanie Dupont, alongside other fresh faces she encountered.

AW23 ‘BREATH’ is simple + transparent, sans-fluff, a celebration of the ancestral + timeless NONNA collection.

NYC SHOWROOM + ‘BREATH’ INSTALLATION:

Dates –– 14-16 February, 2023
Address –– 168 Bowery, Floor 2.  New York, NY 10002

* BY APPOINTMENT ONLY — EMAIL SALES@GIUGIU.WORLD TO RESERVE.

We look forward to sharing this intimate collection with you.