Adaptable, provocative, combatively feminine fashion

Designer Jonathan Liang launched his eponymous label in 2014 with the aim of creating clothes for women that were “adaptable, provocative but combative feminine”, he wanted to juxtapose his “dream world” with clothes that women could actually wear in the their daily life.

Although he launched his Paris-based label long before the current fashion industry shutdown in 2022, Liang didn’t have an easy time. For decades there has been too much fashion around the world. With new brands popping up on social media almost every day, being able to stand out, have a distinct creative voice, and make enough money to stay in business isn’t easy.

Originally from Malaysia, Liang has worked for a number of major fashion brands, including Givenchy and Surface to Air, and presumably this background allowed him to better understand the whims of creating an independent fashion label.

However, surviving for over eight years isn’t as bad in an industry as full of fashion failures as it is successes.

While you can describe the brand as international, it’s its links to Australia and Asia that have helped Liang grow a following outside of traditional European and American markets. Which is doubly useful now that the rest of the world is slowly eating itself alive due to the economic and social impact of the Coronavirus, Covid19.

In addition to this most unexpected of disasters, the entire world of fashion is slowly awakening to the themes of sustainability, ethical production, waste and the desire of customers to buy less and practice conscious consumerism more widely.

Sustainability and Covid19

So how does a relatively young and contemporary womenswear brand address these additional problems as it compares to global competitors? Liang says the impact of Covid19 has changed the way it designs and has even touched on some of the brand’s aesthetic concepts while keeping its underlying values ​​intact.

Leave a Comment