SS24 MADELEINE DE PROUST

The SS24 collection "MADELEINE DE PROUST" was formed through the closing of doors. What do we preserve when we grow roots in new places?
What remnants of the past provide us with comforts, small Earthly pleasures, as we take leaps into new directions of the unknown?

This led designer, Giuliana Leila Raggiani, to a memory of her favorite pair of fruit-printed “Oshkosh B’gosh” denim overalls. The garment branded in her memory bank of being so well-loved, her uniform, and security-suit as a child.
Though long-gone now, she recreated the print from memory — a collage of bananas, berries, watermelon, oranges, super-imposed on a scanned swatch of denim twill, then printed on the signature “NONNA,” shrunken cotton rib-knit.
“TUTA DI FRUTTA" (or, fruit overalls in Italian) also serves as a nod to the preserves and confiture of Montvalent, where the designer finds her new home, in a small medieval village of rural France, and recent travels to the countryside of Okayama, Japan (where giu giu House will debut this November in Ohara, Mimasaka / at OHAYO; *inquire for more details)

Along with this, the collection includes the hue, MIEL, a deep honey hue, along with the resurrection of the archival MIEL jacquard sweater c. 2018, designed from the graphic of local farmer’s honey jar found during her first visit to Montvalent, the place she now calls home.

Country-life wardrobe essentials formed the NONNA “SELVEDGE” suit, as a continuation to the simple, yet functional “work-wear” concept from the previous PS24 Menswear collection, yet this time, with a twist of humor and play on personal 90s nostalgia. A compilation of various denim scraps & swatches taken from Japan, France, and pixelated photographs of the past, “quilted” and digitally fragmented in its frays and rigid stitches, with the hopes of creating a “movement friendly” knit version of one’s favorite pair of jeans.

This re-awakening of medicinal memoires was a key in the development of this spring / summer collection. The passing of a close friend, and legend of New York City, Luxor Tavella, a wondrous woman, artist, and owner of Paracelso boutique. Hence, the come-back of the hue, LUXOR, the very first shade of the NONNA Collection c. 2014, dipped from the original archives of the Vaccaro Turtleneck c. 1969 — a saturated vivid violet. After her most recent trip to Japan, studying the craft of fragrance and aroma therapy, Giuliana found scent to be a potent method in opening portals of the past. “LUXOR” is an eau du parfum and the first official fragrance to new apothecary collection “GIU GIU SENSE.” It carries hand-crafted, personal ingredients that capture the essence of the late Tavella’s spirit.

An ode to Venice Beach — her home of 10 years — was formed in the capsule group of “GIU GIU ORGANICS”
A selection of NONNA silhouettes, in a Hemp yarn in the color of "SOURDOUGH"— a play on the cliché hippy culture of west-side LA, with the physical comforts of infant wear, as its fibers are ultra sensitive to skin, sustainable, with a baby-soft hand feel.

Finally, ROYALE and CELERY, classics of giu giu’s color collection complete this seasonal palette, as iconic hues from the past.

Whether it’s a scent, a touch, a photograph, a flavor, a song — a comfortable memory provides us with solace. How can we capture it, preserve it, and let it linger? These moments to carry with us as life evolves. So, we invite you to ask yourself, what is your Madeleine de Proust?


“MADELEINE DE PROUST" will debut in NYC in the COLBO storefront space, in the Lower East Side, as a private installation the 12th & 13th of September, by appointment only. Following, Marché giu giu will open as a pop-up store, welcome to the public, the 14th & 15th, with a vernissage offering espresso, organic farmer's market, a curated shopping experience, and release of an exclusive collaboration item with the store.

The week-long installation will feature a special curation of locally hand-crafted wooden objects & furniture in collaboration with the brand, by artist Anna Senno & Michel Cayre, of VINKEL — based in Miers, France.

COLBO
51 Orchard Street
New York, NY

For press / buying inquiries, please email sales@giugiu.world