AZ Factory

By Adele Cany

AZ Fac­to­ry is once again sup­port­ing emerg­ing tal­ents dur­ing Cou­ture Week, encour­ag­ing a dia­logue between younger gen­er­a­tion of cre­atives and rit­u­als of Cou­ture by endors­ing these up and ris­ing design­ers pro­vid­ing them with a team of pro­fes­sion­als guid­ing their cre­ativ­i­ty through design and ate­lier process­es, work to pro­vide inter­na­tion­al and insti­tu­tion­al press vis­i­bil­i­ty, as well as mar­ket­ing & com­mu­ni­ca­tion sup­port. Jen­ny Hytönen’s designs are known for their elab­o­rate and high­ly skilled tech­nic­i­ty paired with sharp imag­i­nary. The AZ Fac­to­ry with Jen­ny Hytö­nen SS 2024 Cou­ture Col­lec­tion was pre­sent­ed on the offi­cial event cal­en­dar of Haute Cou­ture Fash­ion Week. The raw space offered the per­fect can­vas to Jen­ny Hytönen’s soft-punk designs. As you entered the space, mod­els were min­gling with the crowd, enjoy­ing the atmos­phere before stand­ing in front of a human-size scan­ner that instant­ly pro­ject­ed their sil­hou­ettes all across the room, cov­er­ing each wall of the con­crete space. This immer­sive expe­ri­ence reflects one of Jen­ny Hytönen’s main inspi­ra­tion for this AZ Fac­to­ry sto­ry: the future. For Jen­ny Hytö­nen, the future is vibrant and diverse rather than sleek and min­i­mal­is­tic, defined by trans­form­ing some­thing old, recon­struct­ing it and mak­ing it new again. Clothes have all form on the out­side and all func­tion on the inside. It is about see­ing through gar­ments: the old parts hav­ing a sense of his­to­ry hav­ing last­ed and endured time. The out­come is imper­fect but you can see the func­tion behind it.