Fashion show SSJHENI SS23 one of the best during London Fashion Week!
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- Poprawiono: 01 październik 2022
- By wn
- Odsłony: 2414
Brazilian designer Jheni Ferreira was invited to present a collection in a solo show this season at London Fashion Week, one of the most important fashion events in the world.
The designer is a 28-year-old self-taught young woman born in the city of Cândido Mota, São Paulo. In 2019, she created the SSJHENI brand and quickly became a reference in Brazil in the field of upcycling, by transforming pieces of clothing and
accessories from trash to luxury. The designer focused on discarded materials from hopeless places and gave them a new life by including them in music videos, single covers and albums of national pop stars, such as Luisa Sonza and Pabllo Vittar. All the materials used in making SSJHENI's pieces are acquired in thrift stores and dead stock, which would be discarded. In Brás, a working-class area known for its garment district, Jheni supports and counts on the support of several collectors. Among mining and curatorship, the artist creates the basis of her brand in a socio-environmental way. 
The SSJHENI concept arises organically from her path and the desire for direct communication through the image, reflecting the stylist's deep questions regarding the difficulty in syllabic communication. Jheni found in clothes the most crystalline way to express her inner world. The brand's presentation in London this season reflects a social advance beyond gender and sustainability. It also brings light to Brazilian art and culture.
