Area’s tenth anniversary didn’t go unnoticed. “It’s been ten years of huge independence, ten years of championing creativity, people, inclusivity,” creative director Piotrek Panszczyk explained during a preview of the collection, who searched for the tension between conformity and rebellion in the Area Fall 2024 collection. Cover image: courtesy of Area.
PIERRE HARDY, HERMÈS JEWELRY: “COLOR IS FUNDAMENTAL TO HERMÈS”
AREA FALL 2024
For their tenth anniversary collection, the design team looked back: What was the best they did over a decade? What defined the brand? One thing was clear from the start of this process: presenting a “greatest hits” show wasn’t an option. And so, the Area Fall 2024 collection became a matter of identity. And what is more unique and identity-driven than someone’s fingerprint? Therefore, hands, the ultimate tools of creation, are a crucial motif in this collection. From beaded hand silhouettes wrapping around the body to screen-printed and embossed designs, hands are everywhere. Drawing inspiration from the silver gelatin photography of icons like Bruce Conner and Man Ray, the garments feature photorealistic hand prints on silver faux leather patches placed on chests, pockets, and even the rear of dark-washed denim and nylon garments. Each print is a copy of hands from Area’s studio, paying tribute to the craftsmanship behind every piece.
A MATTER OF IDENTITY
Taking handcraft and draping to the next level, the collection explored fluidity by slicing jerseys into delicate, spaghetti-like fringes. Draping, twisting, and knotting them to create glamorous gowns in black and silver-coated jerseys paired with silver-coated denim create exciting looks. The collection started with a fresh take on uniforms—often symbols of conformity that erase individuality. But at Area Fall 2024, uniforms become blank canvases, ripe for reinterpretation. By diving into the history of subcultures like punks and club kids, they found how these groups turned uniforms into bold expressions of values. This rebellious energy is captured in the collection, with ordinary elements like name plates transformed into hardware, making uniform-inspired pieces something entirely new.
And that’s something to take notes of; their deep dive into hardware starts with the identity plaques—think name plates, dog tags, and door signs. These everyday items are reimagined as jewelry, embellishments, and embroidery. “We’ve dressed brass plates with deep navy-blue cabochons, giving life to sleek tailoring and body-hugging wardrobe staples, styled effortlessly with structured porter hats.” The concept of anonymity is pushed even further with name plates transformed into face shields—pieces that conceal while demanding attention. “The most important thing for us is to be individuals and always make our own choices.”
