Juma Installation at Toronto World MasterCard Fashion Week

Toronto’s Juma, unveiled their Fall/Winter 2012 scarf collection at the Edward Day Gallery without the use of models, opting for an installation style event.  An elite group of Monday night fashionista faves soaked in the wonders of Juma’s silky garbs.  In case you didn’t know, Juma is a brother and sister team (Jamil and Alia) who create unisex, progressive ready-to-wear and accessories using their own digital prints inspired by art and travel. The upcoming season’s work was no exception and channeling aspects of local culture, and wildlife from the siblings travels in Thailand and Northern China but adding a spacey 60s mod vibe. I wonder what their trips are like. I can imagine they are quite unlike anything most family vacations I’ve been on!

Since launching their line in the 2003, the duo have relocated to New York where they spend half their lives, bringing some inspiration to their designs. According to Jamil, the two of them looked forward to “developing an environment that will embody the personality of the collection.” I guess this was true enough.  The walls of the gallery were draped with dozens of scarves, not unlike the paintings that usually house the gallery’s walls, with glossy lacquered branches hanging here and there.  It was well fitting as Juma’s scarves really are works of art that bring loud psychedelic burps pops of colour to the  minimalist wardrobe that Toronto just can’t seem to escape from.

Aside from launching the exotic and always eye-dazzling array of garments and scarves Juma has been quite busy on other fronts brokering deals with Holt Renfrew, (now available in shops!) designing a tutu for the National Ballet of Canada’s 60th Anniversary, and also planning a new store opening, (location still being kept a mystery) but I’m guessing either Toronto, or New York.


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.