Cameroonian/French label Juneshop nods to powerful women with their spring/summer 2015 "Amazones" collection.
Cameroonian designer Nelly Mbonou founded her Juneshop label of boldly cut, wax printed womenswear in 2001. Based in Paris and produced in Cameroon, the brand sees itself as a "Melting Mode" intended to reinterpret what they refer to as "ethnic folklore in an urban setting." For their spring/summer collection the label nods to powerful women with a line of bold, brightly-colored biker jackets, retro dresses and high-waisted pants and skirts. "Amazones," the label says, are "mythological warrior women, positive heroic figures, protectors and founders of cities, attractive and feared anti-role models, free and conquering." In an email to Okayafrica, Mbonou elaborated on the concept behind her latest collection.
"To me nowadays Amazons are these strong, independent women who build their own destinies but who also change society, not just by thoughts or words, but by their actions. In short words, you can call them feminists though they may not call themselves this way. These women educate, work, testify everyday and we all have one or several of them in our immediate surroundings. They do not seek to take the place of men but to assert their position in society. That's what I try to express in my creations. First by working with organic, fluid and comfortable materials that free the body and encourages movement. As always, all my designs include African fabrics, with their bright colors and diversity of designs and each and every woman can express herself in her own way, according to her desires and her complexion. All creations are designed from XS to XXL for all body types, all beauties. The Amazones are anti-role models, away from the dictates of fashion and the unique image of female beauty they put forward. The Amazones do not reject their femininity, on the contrary, they are attractive women, this collection is also heavily loaded with dresses. The Amazones collection revisits the classics of feminine wardrobe as a celebration of women's freedom, a hymn to their ability to constantly reinvent themselves by creating their own rules."