jnby

Why this Chinese label is showing at Fashion Week

When you think of contemporary Chinese fashion, what comes to mind? For me, it's either a risque Cheongsam or something polyester, designed in North America and hastily sent offshore for manufacturing. So naturally, I was taken aback when I came across JNBY - a Chinese label that offers neither of those things, showing at World MasterCard Fashion Week in Toronto for the first time.

In fact, their philosophy is quite the opposite; with a name that stands for Just Naturally Be Yourself, their every garment is uniquely designed using only natural fibres. Apparently, they've been making quite the noise on their side of the world with their innovative silhouettes and sleek design details, growing to many brands including JNBY (womenswear), jnby by JNBY (children's apparel), and Croquis (menswear). Now, they're ready to take North America by storm - starting with Toronto.

Later today (October 22), expect a flock of models head-to-toe in JNBY Spring 2014, sweeping and sashaying down the runway at David Pecaut Square (221 King St W). I spoke with Raffaele Megaro, JNBY's Brand Manager, about the decision to present the collection here as opposed to another fashion-oriented city like New York.

"There's a large arts and culture scene here that we feel fits with our customer and brand," he explained, "Toronto Fashion Week will be a chance for JNBY to become a part of the fashion scene in all of Canada."

And I'm sure they'll garner a positive response; with clothing that's somewhere in between Zara and Damir Doma, I'm personally on the verge of a JNBY shopping spree at Deluxe (793 Queen St W), Holt Renfrew (50 Bloor St W), or Mendocino (2302 Bloor St W) after flipping through past lookbooks. Of course, I'm fighting myself to wait until Spring 2014 hits local stockists next year; from what Raffaele tells me, it's going to be good.

Inspired by architecture and its bold, strong lines, the no-doubt structural collection features JNBY's signature subdued palettes along with splashes of electric colour. I'll have to wait until I see it live in action at World MasterCard Fashion Week before I make a verdict; although I'm certain I'll be impressed so as long as there are no polyester Cheongsams in sight.

YOUR PHOTOS AT FASHION WEEK: Whether you're Instagramming or have your DSLR in hand, we want to see your photos from Fashion Week. Add them to our Fashion Week stream by tagging them #FWblogTO in Instagram or by uploading them via this page.


Join the conversation Load comments

Latest in Fashion & Style

Sears Canada to close 59 stores across the country

Hundreds just lined up in Toronto for chance to buy Yeezy shoes

Win two Carbon Bags from VENQUE

10 stores for bathing suits and swimwear in Toronto

The top 10 stores to buy a sofa in Toronto

Drake is opening a store in Yorkdale

The top 22 markets and pop-ups in Toronto this June

The top 9 warehouse sales in Toronto this June