Jordan Puts Function-First With Their SS20 Women’s Collection
Giving women the wings.
Nike’s Jordan brand have previewed their function-first capsule collection for women. The inspiration behind the brand’s new collection? Bringing together Jordans fundamental idea of flight and creating everyday items for women. Within the collection is a stand-out piece, a wardrobe staple for every woman (thanks to the rise in comfortable and eased dressing), a jumpsuit. Reimagined into a bold flight suit focused on function combined with proportions to bring the streetwear edge.
The female audience of the Jordan brand of demanded more from the brand. So, according to Andrea Perez, GM of Jordan Women’s, the aim of the collection is to ‘celebrate strong women with fearless mindsets and the confidence to break boundaries and fly higher’.
Many pieces in the capsule collection are inspired by the Wings lines of Michael Jordan’s mid-80s flight. They are looking back at the past to inspire confidence volumes along with layers that are body-conscious. In particular the Utility Pant and Bomber Jacket balance oversizing with femininity through details like a high-waist and faux fur hood. Michelle Walter, Design Director for Jordan Women’s Apparel, describes the capsule collection as “a beautiful blend of streetwear utility with fashion influence and is underpinned by the authenticity of the brand’s heritage.”
Consumers want to be able to customer pieces to suit their individual style, in line with this each piece in the collection can be modified for versatile styling. The flight suit in particular can be cinched at the waist or cropped at the leg. Women everywhere are crying out for proper pockets on clothing. The pockets in this collection are considered and alleviate the need for a bag. The colour scheme of the collection is made up of fresh neutrals, tones of greens and browns vs. pops of colour. This is a step away from traditional colour choices, suggesting a future direction for Jordan Brand.
The collection offers diverse sizing to serve a range of body types. The women’s Flight Utility Capsule is available at exclusive retailers from February 1st before being available on Jordan.com, SNKRS and at select retail stores worldwide from February 14th.