Easy Does It

The basic mentality of the trend cycle can be attributed to the consistent craving for what is fresh and new. Designers such as Miuccia Prada are always one step ahead or precisely on-trend - never lagging behind - because they have mastered the thought process that determines the ins and outs of each season. Specifically you may notice the drastic hot-and-cold patterns of the fashion industry. Case in point the S/S'12 season showcased femininity at its finest, inhabited by sweet pastels and dainty details, which was followed by an A/W'12 season characterized by strong silhouettes with occasional pops of color that were loud when present. Fashion is strangely built on the foundation of change (or evolution, rather, one might hope) when there is so much emphasis on designers remaining faithful to their brand aesthetic. A paradox, one could say.

Although I am often thrilled by the latest from the big guns like Chanel and Prada, I have an unparalleled and sincere admiration for emerging labels that have a distinct style that thrives not on the pattern of the trend cycle but rather the reliance on this cultivated brand DNA that manages to inspire novel designs each season. These designers solely acknowledge trend hype with a tip of the hat, instead preferring to maintain a consistency with their products that creates a customer base who is able to rely on these brands for things they love always made anew.

Recently I was tempted into a minimalist boutique by its enticing storefront. It's not much of a secret that I love to be the one to discover the lesser-known gems of the fashion world, which is of course something that gives me satisfaction, but truly I'm always driven by curiosity about new talent because inspiration can come from anywhere.

JF & Son has one of the most wonderful brand signatures I have seen in some time, not only because I love the style, but also I love the persistent nature of the clothing that is raw and modern. The pieces have clear relation to each other as members of a collection, but each individual design introduces a new idea or color scheme. The limited number of pieces is actually a perfect amount, in contrast to the many collections seen on runways that could have used ten fewer looks, as it leaves something to the imagination yet providing an adequate satisfaction.

I'm rambling on now, so perhaps I haven't quite conveyed my point. JF & Son is the current anti-trend, and thus it is trendy. Fashion this summer season is about statement: loud prints and over-the-top personality that can't always be contained by the garment on the hanger. This label presents the softer side of color, with bright color blocking and ombres that thrive not on boldness but the simplicity of silhouette and geometrics. Sweet watercolor floral prints make a guest appearance and help complete a collection that may be subtler than what is currently en vogue but it's certainly perfect for anyone who's looking ahead, or who just needs a breather.

Images from jfandson.com

Asides from its colorfully minimalist womenswear, JF & Son offers a selection of jewelry, bags, and accessories for the home. Menswear is launching in the near future; I'm looking forward to seeing how the aesthetic is translated into looks for the male spectrum. Additionally, the new launch of JF 150 offers a small limited edition line of pieces under $150; these designs are available online and a new one will be released every two weeks until June 7.

JF & Son is a "vertical business" that owns both its studios in which the manufacturing takes place and the retail outlets that sell the designs. The goal of the label is to make quality design affordable and well encapsulates its mantra, "make new things."

One can purchase items on the JF & Son website or visit the quaint eponymous boutique at 56 University Place in New York City.