Residents of Uzbekistan in the new lookbook J.Kim

EVERY DAY IN THE WORLD APPEARS BEAUTIFUL OR IMPOSSIBLE BEAUTIFUL THINGSand some of them can be watched endlessly. Or at least a couple of minutes - to unload the brain, escape from the routine and let your eyes rest.

We have already written about the J.Kim brand in Moscow: its founder Zhenya Kim is inspired by the culture of Asia and makes distinctive, at the same time wearable things. When creating the spring-summer 2017 collection, the designer turned to the culture of Uzbekistan - the country where she spent her childhood. So, Zhenya created a new capsule collection of sweatshirts, decorated with embroidery, referring to the gold embroidery of Uzbek masters, beads and vintage velvet tassels. The designer admits that both street style and traditional Uzbek outfits served as a reference point. According to the brand’s team, “the veil is also an important element - a cape wrapping the body from head to toe and leaving only the eyes and hands open. Relying on this image, the designer came up with a hooded hoodie, presenting a modern version of the burqa.”

Lookbook was shot in Tashkent on local residents: they were looking for models all over the city - bazaars and cafes. The project photographer was Igor Klepnev. The collection will go on sale in June.