A few weeks ago, Mick Jagger posted a holiday message on Instagram wearing a deep red paisley-printed shirt. It was decadent yet comfortable and timeless, befitting Jaguar’s bohemian rock star aesthetic. “Maybe he got it for Christmas,” Emily Adams Bode Aujla, creator of the garment and founder of the eponymous label Bode, joked on a Zoom call from Paris. Said.
Since launching the New York City-based brand in 2016, Bode Aujla’s designs have often been repurposed from meticulously researched vintage clothing, including Harry Styles, Jordan Peele, It has been seen by various celebrity tastemakers such as Bruno Mars, The Jonas Brothers and more. “On his tour,[Harry]signed with Gucci, but he’s one of our most loyal Hollywood clients. All because of clothes that gravitate towards “sentimental past,” she said.
For example, colorful quilted workwear jackets, blousons with 1940s Hungarian appliqués, lightweight chemises recreating 1920s French textile mill prints, and whimsical hand-embellished corduroys (December 2020). (like those seen in the style of Vogue of the Moon). ). Many of what Bode sells are one-of-a-kind garments reimagined from deadstock textiles and vintage garments. The rest feature some sort of historical reenactment, down to what she calls “very intentional” details like buttons and seams.
Still, the approach is relatively down-to-earth, but when it comes to price, Bode is in the luxury category. Her two-tone socks in embroidered Flora also cost her $250.
“We talk about materials and techniques,” said the designer. “What we do is really about the idea of preserving craft. You wouldn’t necessarily think the silhouettes are outdated, but the labor-intensive techniques we put into our clothes are , definitely from another era.”
emotional connection
Her clothes reflect a deeply personal and emotional element. Much of her creativity derives from her exploration of memories, family dynamics, and home environments, and how she has experienced each of these topics over the past 32 years, primarily in the eastern United States. It means that Bode Aujla was born in Atlanta and spent most of her childhood in Massachusetts (her former family home on Cape Cod, not shown in her photo, looms large over her memory bank). increase). From an early age she had an interest in second-hand clothing and was deeply involved in the stories of her past told by her mother and close relatives. It shows in her creative output. For example, in the Spring 2018 lineup, Baudet Her Aujra went to Paymenade, France to see her uncle’s mother. Her woman told Baud Aujra about the attic of her house (Le Grenier in French) where she spent her childhood. Bode Aujla went crazy and the room inspired an entire collection for the season, utilizing things like toweling and old duvets. This is her one of many such examples.
At the same time, Bode Aujla’s work is perfectly adapted to the current zeitgeist. She’s a pioneer in ethics-conscious fashion (for example, upcycling has become much more commonplace than when she launched her brand seven years ago), and she knows how to time trends. I also counted. Her clothes aren’t designed with trends in mind, but they’re perfectly measured, and the aesthetic of Gen Z tailoring borrows heavily and noticeably from decades ago.
Bode Aujla also has news for 2023. She just added womenswear to the label’s offerings and debuted her new designs alongside her latest fall/winter menswear collection at her fashion week in Paris on Saturday.
The new line included historical reproductions of 1920s dresses and 1940s gowns, as well as reproductions of clothing from the 1970s that Bode Aujra’s mother Janet had kept and handed down. “This first official womenswear collection is about my mother and a special time in her youth in Massachusetts,” says the designer. “She worked as part of the season staff at a house on Cape Cod. The house was owned by an elderly woman, and she wore full evening wear to dinner every night.”
From all-over gold sequined coats, to simple champagne bib-collared dresses, to lovely old-fashioned embroidery on the collars of cardigans and jackets, and even fringed suede western twangs, the look of the past. I saw grandeur. It was an ambitious, decade-long concept. And definitely widen the board line pool.
Bode Aujla has long mined personal experiences and observations for inspiration, but recognizes that emotional connections are made by looking inward and underpinned by the power of family. I’m here.
This familiarity is partly felt in her brick-and-mortar boutiques, one in New York City and one in Los Angeles. LA is a little more academic, New York a little more intimate. The second pillar of Bode Aujla’s 2023 plan is retail. She aims to open her third store, this time in the UK or Europe.
Bode Aujla said: “I think a lot of people have come to pledge allegiance to the brand because a lot of the clothes look and feel personal in one touch.”
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