Designer Dimanche: Juma

Alia (design director) and Jamil (creative director) Juma are the brother-sister effort behind the internationally-acclaimed unisex ready-to-wear and accessories line Juma. The unisex concept is an interesting one: Alia and Jamil wanted to create clothes they could both share. As globe-trotters having lived in Kenya, Russia, Los Angeles and Montreal, travel and art are among Juma’s top inspirations. Without any doubt does Juma cater to the hip younger crowd. After all, their line is highly influenced by young celebrities. Recently, they have created “custom printed outfits” for hip-pop queen Nicki Minaj. Similar colourful printed outfits were found in their s/s 2012 collection presented at Toronto’s fashion week. The runway show was an equally “in” show with “Pumped up Kicks” by Foster the People blaring through the speakers while models showed off Juma’s latest designs: re-imagined animal prints, geometric patterns and bright feather-peacock prints. The studio was lit purple and created a mod ambiance. The runway was surrounded by mannequins showcasing silk headscarfs of various prints (my favourite was the giraffe-inspired one!). Models’ hair were gilded in gold sparkles, a personal touch I liked very much. Designs seemed to be highly influenced by African tunics as most outfits were free-flowing, loose-fitting shirts and pants perfect for an urban summer getaway if paired with heels or the perfect beach or music festival outfit paired with a simple pair of flats. Juma’s designs were flattering. Definitely the kind of ready-to-wear I’d enjoy sporting!

– Claire Miglionico

photo credit: Sabrina Maddeaux