A HYPER-MIX OF PRINTS AND COLOUR
Story by Odessa Paloma Parker
Photos by Mark Binks
There was no mistaking that spring was in the air last night at the JUMA presentation, despite the dipping temperature outdoors. With nude mannequins flanking the runway (save for a carefully placed JUMA scarf atop their head), the mood of the show was light and bright.
Blending a blur of print, colour and sleek, athletic-infused pieces, siblings Alia and Jamil Juma displayed what they do best – casually cool clothes that standout not because of their avant garde detailing or fashion-forward cuts, but because they grab attention for their overstated simplicity (that is, heavy on vibrancy but ultimately super-wearable).
Riffing on the knit pattern from their F/W 2011 collection, rainbow rompers and hooded vests made an appearance, this time in a light grey instead of this season’s black. These pieces are also unisex, and made their way through the room on both male and female models.
The styling of the show – incorporating a few handbags in clutch-to-outsized form – would empower any customer to find a JUMA mix all their own; with a purposefully draped scarf and a little bit of attitude, the looks pulled together effortlessly.
