AREA NYC Does Couture

Donna Salek

AREA, the brand much-adored by high-profile figures such as Lady Gaga, Rosalía, and Michelle Obama, has started the new year by shaking up the rules of fashion week and seasonality with the reveal of its RTW collection and its Couture plans.

The brand unveiled its RTW 01 range earlier this year on Instagram and has announced it will launch its first Couture collection on the 28th of January.

Designers Beckett Fogg and Piotrek Panszcyzk comment that “The pandemic gave us a moment to evaluate our industry, and how we have been working within it. AREA is design-led and fostering creativity at every level should be the driving force behind our structure; there must be respect for the creative process for it to thrive.”

RTW 01 was presented initially in the form of eight videos directed by Ned Rogers, styled by Clare Byrne, and choreographed by Leiomy Maldonado. The research for the collection started with a material and a concept: mirrors and reflections. Exploring the idea of the mirror being a window into the soul, the designers sought inspiration from the beautiful sculptures of Iranian artist Monir Shahroudy Farmanfarmaian, who created graphic artworks inspired by the mirror styles used in the Mosques in Iran.

For AREA, the idea to create a Couture line came organically. With the brand amassing a loyal following of VIP clients seeking custom pieces, designers Fogg and Panszcyzk explored ways they could translate preciousness and craftsmanship through their lens. Featuring a partnership with Swarovski, the collection will push the boundaries of creating using crystals, and will ultimately showcase the brand’s love and passion for innovative craft and creation.