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“For The Women Who Need No Embellishment” A Sit Down with [@JuTheBrand]

“For The Women Who Need No Embellishment” A Sit Down with [@JuTheBrand]

JÚ womenswear label with Africa at the centre of its ethos

Launched in the summer of 2019 by London College of Fashion graduate Jucelyne Nhanro, is a Guinea-Bissau ready-to-wear, womenswear brand based in London, driven by what the designer affirms as clothing “for the beautifully complex woman who needs no embellishment”. The contemporary African brand’s made-to-order pieces are created for the “elegant sartorialists” who take pride in rocking a minimalist aesthetic and timeless design to achieve their personal style.

Their freshman collection is available to shop on juthebrand.com and boasts a selection of items from two-piece separates and maxi dresses, ranging in colours that derive from the arts and culture of Guinea-Bissau. A standout piece in the collection is the tobacco, oversized suit named Polon. The two-piece suit embodies the brand’s target customer that is “the woman who knows the intrinsic value of art, history, culture, and identity”. Choosing to focus on sourcing natural fabrics that are both ethically and locally sourced in London and Guinea-Bissau, designer Jucelyne Nhanro pledges to create sustainable and affordable pieces that are “kind to the environment and contribute towards building a socially aware fashion industry”. 

“For the beautifully complex woman who needs no embellishment”

Jucelyne Nhanro

The brand confirms that their Spring/Summer 2020 collection has been a complete collaboration with artisans in Guinea-Bissau. The designer has pledged to produce her garments in Guinea-Bissau for upcoming collections, in order to create a living wage for the locals. She is also ensuring that her brand has a positive eco-conscious imprint on the fashion industry. The brand that has been created for the purpose of expressing true passion for art, African heritage, and sustainability. Jucelyne Nhanro’s time has come and she is the fashion designer to watch in 2020. 

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I was pleasantly surprised to be welcomed into Jucelyne’s home and studio like an old friend. She wore the ‘Polon’ suit that looked effortlessly cool and stylish. For two and a half hours, I had the pleasure of learning more about the woman behind the brand that embodies sophistication, elegance and feminine strength in every seam and stitch of their beautifully made pieces. 

Check out the GUAP Arts & Culture section, to discover new art, film, and creative individuals. 

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