Discover JennyFax Autumn/Winter 2022, Speedway - Campaign

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The latest Autumn/Winter 2022, Speedway collection and campaign by Tokyo-based designer Shueh Jen-Fang is “a fantasy playground rendered in real life”

Ever wondered what a girl’s dream world looks like? In case you’re still looking for answers, we’ve got you covered. Enter the surreal, hyperfeminine universe of Taiwanese designer Shueh Jen-Fang and dive into the captivating campaign for the Autumn/Winter 2022, Speedway
Lensed by Moni Haworth and styled on Lex Peckham by Lotta Volkova Speedway is a series of raw Campaign images - through a purposeful selection of locations, from Eagle Bar, a weekend watering hole for Harley enthusiasts, to other shops and farms, Jen-Fang took the local Americana vibe all the way to Japan. “It’s a girl’s dream world, her fantasy playground rendered in real life,” reads a statement celebrating the launch of the new collection. “Girls searching for fun, dreaming of danger, and playing it cool.”

For the Autumn/Winter 2022 line, the founder of Tokyo-based fashion label JennyFax further explores the inspirations that led to her breakout Spring/Summer 2019 season, taking its aesthetics to the next level. Drawing on the HBO TV series Big Love, three years ago Jen-Fang channeled her obsession with rural American dress codes into a collection that blurred the lines between the Western and Eastern fashion scenes. Adding her uncompromising, jaunty touch to the pure white temple clothes, demure wedding dresses, and pastel uniforms she was fascinated with from afar, the rising talent managed to carve out a fashion niche of her own wherein her fantasy and girliness-fueled vision can run free.

Today, the designer is back at it to immerse her followers in a candyfloss-like, wide-collars-and-lace dreamy dimension. In Speedway, Jen-Fang experiments with a shiny satin that is presented to the public in the form of hot pink short ruffled cap-sleeved tops as well as quilted coats. Wedding dresses are turned JennyFax thanks to exaggeratedly voluminous riffs aimed at playing down the rigour of the garments. Winking at the call for a more sustainable fashion industry, the Taiwan-born designer expresses her need for domesticity by incorporating fragments of second-hand house curtains, pillowcases, and blankets as fabric and pattern inspiration on sheer thighs and bodysuits embellished with delicate prairie flowers.

The female experience is translated onto Jen-Fang’s creations through volumes that recreate the curves of a middle-aged woman’s body on young models, with pockets and lines mimicking a soft silhouette. A reference to her previous collection, heavily bleached and distressed denim — an emblem of American culture — is brought back into this new Autumn/Winter 2022 line alongside her trademark puff-sleeved dresses.

JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
JennyFax Autumn-Winter 2022
JennyFax Autumn-Winter 2022 - Images by Moni Haworth
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