AZ Factory and Jenny Hytönen: Redefining Haute Couture – Spring/Summer 2024 Collection

January 26, 2024

In the lofty realms of couture, AZ Factory's alliance with Jenny Hytönen during Haute Couture Week in Paris stands as a beacon of sartorial innovation and avant-garde design. This collaboration, showcased in an enigmatic loft on Rue du Pont aux Choux, illuminates the path for emerging talents in the fashion industry.

A Convergence of Heritage and Futurism

Under the support of AZ Factory, a bastion of haute couture and creative ingenuity, the Spring/Summer 2024 Couture Collection with Jenny Hytönen marks a significant stride in fostering dialogue between the venerated rituals of couture and the visionary impulses of contemporary creatives. This initiative not only underscores AZ Factory's commitment to nurturing emerging designers but also fortifies its reputation as a vanguard of progressive fashion.

AZ Factory, established by the late Alber Elbaz, is renowned for its innovative approach to haute couture. The brand has been a trailblazer in the fashion industry, known for its unique blend of technological innovation, artistic design, and deep respect for the craftsmanship of couture.

Elbaz’s vision was to create a brand that combines the essence of luxury with accessibility, infusing practicality and comfort into high fashion. Since its inception, AZ Factory has been at the forefront of embracing new ideas and supporting fresh talents in the industry, making it a beacon for progressive fashion.

Crafting the Future with Jenny Hytönen's Artistry

Jenny Hytönen has emerged as a formidable talent in the fashion industry, known for her intricate craftsmanship and visionary designs. Prior to her collaboration with AZ Factory, Hytönen had already made a mark with her unique design language that combines technical mastery with imaginative storytelling.

Her work often explores themes of sustainability, repurposing materials to create fashion that's not just beautiful but also environmentally conscious. This commitment to sustainable design principles aligns perfectly with AZ Factory’s ethos, making their collaboration a harmonious fusion of shared values and artistic vision.

A Venue Reflecting the Vanguard of Design

The chosen loft, with its raw industrial charm, served as the perfect setting for Hytönen's soft-punk aesthetic. As guests navigated this space, they were immersed in an extraordinary experience where models, integrated within the crowd, were scanned and their silhouettes projected across the room, creating a captivating visual narrative that echoed Hytönen's inspiration: a future that is diverse, vibrant, and transformative.

Reimagining the Past for a Radiant Future

The AZ Factory with Jenny Hytönen SS 2024 Couture Collection beholds the power of reinvention. Utilizing recycled military shearling jackets, Hytönen redefines these traditionally masculine garments into an array of feminine forms, from elegant tops to innovative neck-covers. The collection is a formation of transparency and texture, where blush pink organza silhouettes, reminiscent of 1920s evening gowns, are enhanced with metallic details, and undergarments pay tribute to Alber Elbaz's archival designs.

Collaborative Excellence

This landmark event was brought to life through the collective efforts of visionaries like Art Directors Tuomas Laitinen and Chris Vidal, and Casting Director Alexandra Sandberg. The creative team's dedication, coupled with the support of sponsors and professionals, underscored the ethos of AZ Factory: a commitment to "smart fashion that cares."

Embracing the Legacy, Charting the Future

The collaboration between AZ Factory and Jenny Hytönen is more than a convergence of two creative forces; it represents a meeting point of legacy and innovation. While AZ Factory brings its rich heritage in haute couture and a commitment to innovation, Jenny Hytönen contributes her fresh perspective and sustainable design approach. Together, they create a collection that not only honors the past but also looks forward to the future of fashion.

For more insights into this groundbreaking show and AZ Factory's visionary endeavors, visit