The Mood-Boosting Magic Of AZ Factory
AZ Factory’s new-season collection is a celebration of round-the-clock style and dopamine dressing
Much of the power of clothes lies in their ability to set a mood; to uplift, empower and make you smile. This is something that legendary late designer Alber Elbaz innately understood and expressively illustrated in his designs, both at AZ Factory – the brand he founded shortly before he passed away in 2021 – and his era-defining run as creative director at Lanvin in the early noughties.
The much-loved designer’s playful personality was always reflected in his spirit-soaring collections. Unmissable Elbaz signatures included sensuous draping, luxe jewel tones, ruffles galore and always – always – an irrepressible sense of joy.
It is that spirit that is continued today in AZ Factory – just ask the brand’s fans, including Jennifer Lopez, Nicole Kidman and Lily Collins. Now, following a series of collaborative outings, AZ Factory’s spring/summer ’24 collection, By Them, is the first to be fully imagined by the in-house team. Guided by creative directors Norman René Devera and Peter Movrin, who sensitively and intimately continue their founder’s legacy, the collection is a subtle homage to Elbaz’s work – and a reason to be cheerful this season.
“The playfulness and levity continue throughout the collection, even as it evolves into more evening-adjacent styles
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Bringing a hefty dose of dopamine to the modern wardrobe, Devera and Movrin begin by imagining the irreverent AZ Factory woman going about her day. Testament to her adventurous, go-with-the-flow attitude, cotton shirts are reimagined as crisp, white poplin dresses that possess a go-anywhere confidence. Meanwhile, a tomboyish tuxedo dress and swingy baby-doll mini provide an on-point mix of ease and elegance, chic but offset with cheekiness.
The playfulness and levity continue throughout the collection, even as it evolves into more evening-adjacent styles. A lilac organza mini dress, with an abbreviated hem and voluminous silhouette, comes exuberantly printed with oversized roses (Elbaz’s favorite flower) lending romance and almost cartoonish exaggeration. Similarly flirtatious and fun is a coral-and-electric-blue hotpants-and-shirt set. A lively reinterpretation of a reliably pretty print – Devera and Movrin make florals for spring look fresh and innovative.
But what feels refreshingly groundbreaking in this collection is the duo’s commitment to designing a mood-boosting aesthetic while emphasizing the importance of comfort for the wearer. These are pieces that are not only intended to make a woman’s life more beautiful, but easier too. The lively prints, bouncy silhouettes and luxurious attention to detail exude a vital, empowered spirit that never goes out of style. And what to wear with the AZ Factory By Them SS24 collection? Whatever you want – but a smile will come easily.
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