JNBY spring/summer 2013

One of the best opportunities of the Milan Fashion Week that just ended (and that I couldn’t grasp because I was returning from London), was the possibility to meet and interview the Chinese designer Lin Li, founder of the brand “Just Naturally Be Yourself“. I decided to talk, however, of this designer with a unique story and talent. Lin began her career in fashion by chance, after having worked for years in the chemical industry. She outlined an industrial and post-modern style and opened a store where she selled her first creations: thus, in a few years, Just Naturally Be Yourself became one of the most well-known and popular brand throughout Asia. Between 2004 and 2006 the growth in the rest of the world, with the opening of the store in Moscow and the distribution in cities like New York and Vancouver. For the presentation of the spring/summer 2013 collection, Lin chose Milan, capital of fashion and “virgin”, or nearly, territory. Soft and deconstructed shapes, minimalist style, asymmetrical cuts, pieces created for those who are not afraid to experiment with fashion, at every age. For the photos of the collection, the artist Amira Fritz has embarked on a journey from China to Paris, traveling by car, train, bus or on foot, depicting ordinary people who wear and interpret the clothes created by Lin Li, a trip from the East to the West through faces and landscapes.