JordanLuca Autumn/Winter 2024

For Fall/Winter 2024, JORDANLUCA’s starting point was simple: a balloon. Designers Jordan Bowen and Luca Marchetto saw it as more than just a fragile object but as a symbol of hope. “There’s something both sweet and nostalgic about colorful party balloons—they bring to mind gatherings, childhood, that carefree happiness,” they wrote in their show notes. “There’s hope in the way we bring them to life with our own breath.” This idea floated through their Milan Fashion Week runway, where 1,500 balloons—crafted by artist Dominic Myatt—mingled among the audience.

A subversive manifesto threaded through the collection, partly inspired by a line from one of JORDANLUCA's favorite authors, Chuck Palahniuk, in Not Forever, But For Now: “Once the breakable things are broken, then everyone can relax.” The fragility of balloons naturally brings us to thoughts of time, something Bowen and Marchetto leaned into with pieces like the “Carousel of Chaos Dress,” which featured 37 meters of fabric wound continuously around the model—a dizzying visual of impermanence.

The designers, reflecting on their own experiences with grief, explained how it led them to rethink spirituality, stripping it down to its core: finding joy in the present moment.

In terms of style, the collection featured key pieces that spoke to JORDANLUCA’s ability to toy with familiar shapes. The Bulldog Bomber carried a bold, purposeful energy, a declaration of urgency in today’s world. The Clover Shirt, which debuted last fall, was back, blending British Savile Row with Italian tailoring in a twisted take on classic formalwear. Kilt Trousers, reimagined as playful suit pants, riffed on tradition. Then there was the Monolith Coat, designed with broad shoulders that oozed confidence, while the Parka Jacket took on a Brutalist approach, with its oversized pockets acting as lapels.

JORDANLUCA took the concept of hope and applied it to fashion’s most recognizable forms. Like a balloon, they expanded, reshaped, and burst the boundaries of everyday staples, all while keeping a finger on the pulse of the current moment.