The (Red) Lipstick Index and Sisyphus, this is JORDANLUCA
For its Spring-Summer 24 collection, Jordan Bowen and Luca Marchetto, founders of their eponymous brand JORDANLUCA, have drawn inspiration from two storylines: those of the lipstick index and the myth of Sisyphus. For those unfamiliar with the former term, it refers to a theory developed by Leonard Lauder, who claimed that, in times of economic distress, lipstick purchases increase. This choice of colour and cosmetic product is reflected all over the brand’s proposal, invoking the theory of the American philanthropist and art collector, who is also Chairman of the Board of Estée Lauder. Additionally, JORDANLUCA’s proposal stands as a modern reinterpretation of Sisyphus, the character from Greek mythology forced to drag a boulder to the top of the mountain for eternity. To present the pieces of the collection, both women and men paraded together on a glossy red catwalk. The lines and shapes of the garments blurred the boundaries that once divided the male from the female, offering a contemporary and gender-neutral wardrobe. Guests attending the show included Veronica Ferraro, Sethu, Olivia Valin and Georgia Tal, to name just a few.
Photos: Ludovica Arcero and Vincenzo Migliore
Text: Flavio Marcelli
