10 ADORES: AGNONA
What’s the e-shopping equivalent of square eyes? Or of your fingertips taking the form of your game console’s controls? We’re at some point expecting to come down with some kind of ailment from our rabid click-to-buy habits that are played out in a host of online fashion emporiums. Which naturally begs the question, should we maybe go out and play for a bit? Get some exercise?
Agnona asked the same thing with their first collection, created at the hands of Stefano Pilati for SS14, which was not presented on a runway, nor in a showroom but in a “store space” – a conceptual environment “where clients will possibly shop”. We duly noted the use of “possibly” in the launch’s blurb, as it cleverly re-affords the process of purchasing some weight. The kind of weight that comes with buying art, or a pet maybe, which works well, given the artisanal quality of Agnona’s wares, and the fluffy lamb that’s been used to promote the collection. With our work-hard-party-harder, plane-hopping lifestyles (if we did have a little lamb companion it would probably outlive us), we do find throwing a few double-clicks out into cyberspace and receiving fashions on our doorsteps to be very useful. But in exchange for our time spent properly s-h-o-p-p-i-n-g shopping at their Meiré und Meiré-designed store, Agnona have created a collection that’s deliberately seasonless, which works perfectly for the four seasons we experience in any given working week. Funny then that the collection should be rooted in the use of Palaka, as what we’re in dire need of right now is a holiday climate to recline in. For those struggling to catch our drift, Palaka, though originally of Japanese origin, is famous for being imported to Hawaii, where it was traditionally used for surfers’ shorts and shirts. For us it injects the collection with just a twist of vintage Americana, as famous as Hawaii is for being treated as America’s national holiday home. In fact, we’re thinking there’s a touch of something Stepford to proceedings, at least in the matchy-matchy styling, where there’s a good few “Look here – my blouse, jacket and socks all perfectly correspond” moments of eccentricity. We quite love the idea of having a little “Care for a cheese-and-pineapple hors d’oeuvre?” realness about our outfits when our reality reality is so fast paced and about being glued to some gadget or other. When it’s so bloody virtual.
By Vincent Levy