PS24 COUNTRY ROADS, TAKE ME HOME

The giu giu world enters a new beginning, and we are pleased to invite you view the first capsule collection of NONNA menswear, for the SS24 season, launching this Paris Fashion Week, the 22nd of June, 2023.

This capsule collection, titled “Country Roads, Take Me Home,” was formed from the designer’s desire to explore the art of “doing less.” 
After 10 years, the brand is moving forward with smaller capsule collections, influenced by the effects of slow-living in countryside France, and ending their chapter in Los Angeles.

Stripping down the excess in life, which drew the designer to the simplicity + function of timeless menswear + workwear silhouettes, yet knitted in the brand’s iconic shrunken-ribbed, ‘NONNA’ stitch for a comfortable twist.

Giuliana Leila Raggiani found inspiration in the silence of the high-desert of Landers, California, after a week-long residency creating abstract prints + poetry. These artworks can be found in the collection’s series, “desert rain”, the blob-like shapes were painted in acrylic and then dripped with the rain storm that occurred during her stay. They carry a raw elemental + extra-terrestrial essence that Raggiani felt in the ‘vortex’ of landers , hence the hue, ‘alien’ has also made a return to the color palette for this season, along with dusty blue ‘bloom,’ and a new elephant grey, called ‘shadow,’ to embrace the dark parts of ourselves as we journey through life experiences.

After a recent reunion with Kyoto + Tokyo, detailing of bespoke Japanese suiting was implemented into the knits — a merging of concepts to form these ‘essential’ shapes, seen in ‘NONNA blazer, button-down, vest, and cravate.’ giu giu’s take on a NONNA ‘menswear - driven’ collection still applies as ‘unisex’ for all genders to fit the ethos of freedom, rooted in the brand.

Other new silhouettes in this capsule collection include, the ‘NONNA beret’ a nod to the brand’s home in paris, + functional workwear items, ‘NONNA apron + oven mitt.’ the NONNA tank + bike shorts was captured in a new angle this collection with the function of undershirts + boxer briefs, essential to any ‘mens’ wardrobe.

As the circular spiral continues, “country roads, take me home” was photographed in giu giu’s first home in Chinatown, LA, BRUCE, in a simple documentary style, by Sophia Schrank, featuring new muses of the season — Gareth Peck + Peter Bae — using her father’s original camera from the 1970s. the photographs are presented in a laboratory-style format, to embrace the raw + exposed concept of the collection.

This season also includes a part 2 to the collaboration with JRAT, seattle-based zero-waste brand — featuring recycled giu giu archival garments, hand-painted plaids, adorned with hardware, repurposed and cut in work-wear inspired shapes. “ROADRUNNERS” is a reflection of both designers’ mutual inspiration of essential work-wear, and the nostalgia + slow-ness of the high-desert.

The collaboration was photographed by Adrian Manzo in Venice, Los Angeles, capturing the poetic gloom of giu giu’s recent parting with the city. it includes a short film, featuring giu giu boys, Gareth Peck + Chase Hubbard.

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SS24 “country roads, take me home” goes back to the basics. A CELEBRATION OF THE essentials of country life.
It serves as a warm invitation for more men to expand + join the giu giu world.

PARIS
DATES –– 22-23 JUIN 2023
ADDRESS –– 7 RUE SAINT SABIN 75011
* BY APPOINTMENT ONLY — SALES@GIUGIU.WORLD

DIGITAL LOOKBOOK & LINESHEET BUYING MATERIALS ARE AVAILABLE UPON REQUEST.
THE COLLECTION + film WILL LAUNCH LIVE, ON tuesday 20 june AT NOON EST, VIA CFDA RUNWAY 360.