For their AW23 collection, JAAF used 70s soundtracks as inspiration, it is the tribute to this dynamic era fueled by female music icons such as Diana Ross, Barba Stresand and Stevie Nicks that the collection is dedicated to. Artists who undoubtedly left their mark on musical history through their uninhibited beauty and allure. JAAF wanted to capture their spirit using eclectic pairings, funky prints and bright colours but with a modern twist.
"Our love for colour and print will never change, and the 70s gave us an incredible number of vibrant inspirations", explains Aleksandra, founder of the brand.
The collection consists of 15 vivid garments, including a pussy-bow dress, a masculine suit, a lace-trimmed slip dress, and flared pants paired with a matching top. JAAF lookbook also includes a range of fun and playful day-to-night dresses. The hero of the collection is an oversized coat in a bold wavy pattern. The campaign was shot by Jack Grange on a perfect backdrop - a modernist house from 1969. The brand continues to combine style with environmental awareness, paying attention to every detail. For example, in the AW23 collection, JAAF uses only the sustainable Corozo buttons. All JAAF pieces are produced with longevity in mind, using solely natural and plant-based fabrics, such as silk and viscose. The majority of materials used in its collections are organic, certified, or low-impact. Every single piece is made in Poland, which allows the label to control the quality of its garments and ensure fair wages for the people who create them. In their transparency efforts, JAAF has partnered with Green Story, a platform that enables them to measure and offset their carbon footprint. Furthermore, JAAF donates 1% of their revenue to three carefully chosen NGOs.
