For AREA’s inaugural Holiday collection, the vision was clear: a fresh and fluid take on the brand’s signature crystal-encrusted jersey, seamlessly crafted into standout pieces ideal for any special occasion. The journey began with a profound exploration of couture draping techniques. The timeless elegance of Vionnet and Madame Grès and the glitz of 1940s Hollywood served as muses. The outcome? A modern rendition with fully crystal-encrusted compact jersey, expertly manipulated to shape cascading gowns in a soft palette—soft pink, mint, lilac, and charcoal grey.
But the glamour doesn’t stop at gowns. The collection extends its elegance to daily wear with a selection of oversized t-shirts, cigarette pants, and signature folded cup dresses.
The Campaign’s Vision
To bring the collection to life, a collaboration with London-based photographer Theo Sion was essential. The resultant images mirror the tension and ecstasy woven into each piece, adding depth to the visual narrative of the collection.
Established in 2014 by designers Piotrek Panszczyk and Beckett Fogg in the heart of New York City, AREA is more than just a fashion brand. It’s a design studio renowned for impeccable craftsmanship, innovative textile development, and groundbreaking embellishments. With Beckett hailing from Lexington, Kentucky, and Piotrek’s roots in Poland and upbringing in Holland, the pair found common ground at Parsons during their Masters in Fashion Design and Society journey. Together, they’ve taken AREA to new heights, exploring and challenging beauty and glamour ideals across history and cultures.
AREA is not just about fashion; it’s an experience. Drawing its name and spirit from the iconic 80s Manhattan nightclub, AREA embodies a blend of art, performance, and thematic nights, attracting a diverse mix of the city’s uptown, downtown, and global celebrities.
The Capsule Collection’s Global Reception
The buzz is real. AREA’s first Holiday Capsule Collection is now available at area.nyc, featuring stunning looks from their FW23 runway show. This collection isn’t just about the looks; it’s about the moments. Celebrities like Saweetie and Paris Hilton have already embraced the collection’s essence, donning the crystal gowns at high-profile events like the VMA’s and Latin Billboards.
For those eager to dive deeper into the collection, the full look book and campaign imagery provide a comprehensive visual journey. With styling by Katie Burnett and photography by Theo Sion, the campaign resonates with AREA’s ethos of inclusiveness and irreverent glamour.