Jourmain Kids SS2015 Amsterdam Fashion Week

July 13, 2014 by  
Filed under Amsterdam, Fashion

Would our Dutch soccer team be playing the World Cup finale tonight, it would have been one extremely exciting day for footballer Jeremain Lens. But luckily (oh well..) Lens only had to worry about one thing today; the launch of his very own luxury kids brand Jourmain (jour + main = seize the day). In front of an amazing backdrop created by Dutch illustrator Piet Paris professional kids models showed the very first Jourmain collection ‘Bright New World’, which is all about craftsmanship & luxury. Or, as the label stated: “Couture fabrics crafted into ready-to-wear clothing makes beautiful pieces that are like candy”. Inspired by dressing his own kids Lens sent out flared sequined party skirts, tweed suits and ruffled dresses for girls. Overalls, leather jackets and trenchcoats for boys. Adult trends translated into small sizes. Always with a fun young twist and a lot of shine, accessorized by big hair, bowties, cute little hats, shiny boots and eyecatching sunglasses. A green 3D skirt embellished by shiny beads concluded the kids party. Lens didn’t take his bow at the end, but the crowd (including lots of kids) was loudly cheering anyway.