InAisce

InAisce, meaning “in vain” in Gaelic, is an example of unique design that results from the utilitarian vision of the designer, Jona, that is merged in each piece.

The designer made sure that his last name remained a mystery - a decision consistent with his artistic sensibility.The company is committed to the rebellious and unisex aesthetic that stands for itself and imposes new trends for those who are not afraid to jump out of the crowd. The color palette is usually simple and mainly includes black, navy and different shades of grey. Therefore, more attention is paid to the bold cuts and outfits that sometimes seem to be in several layers, although there is just one piece of clothing.
Attractive shapes and statement items dominate in each collection and offer an alternative to what is common and predictable (read: often seen and boring). Careful observation leads to the philosophy of the brand, which often has important historical events as a source of inspiration (the Civil War, for instance). That being said, historical figures, folklore and photography also serve as references.

In his latest spring/summer 2013 line-up, Jona presented predominantly the complete opposite of what we are used to see in the spring collections: cutting-edge garments cover the whole body and they come as a game of geometry, asymmetry and the new vision of elegance. Everything looks like it is telling us (rather, screaming at us) to leave our comfort zone and to explore something that has always been just around the corner, but we were not ready to enter that world of fantasy and experiment.

Jelena Askovic
@jelena_askovic