FW 25/26

RUSH HOUR

The city pulses. Moves. The hurried footsteps echo on the asphalt. Car horns, keyboards, cell phones. The agitation composes the rhythm. There is traffic. The buildings fill up. The meetings intensify. It's rush hour. At the epicenter is the woman! Contemporary, determined, sophisticated, empowered. She doesn't keep up with the pace. She dictates.

RUSH HOUR is born from this dynamism. Part of the intense energy of corporate environments. But the time has come for women to take on prominent roles! It brings fluidity, structure and functionality. It shapes the concept of office workwear and transcends formality. Deconstructs the classic. And it evolves in unisex silhouettes.

She is a CEO, creative, strategist, muse of her life. He has the softness and strength needed to navigate the corporate world.

RUSH HOUR inevitably presents us with a collection marked by a strong presence of suits with long, fluid silhouettes, contrasting with broad, structured shoulders. Dresses with well-defined waists and pencil-cut midi skirts evoke the "officecore" of the 90s, while structuring and enhancing the feminine form. The hustle and bustle of rush hour is reflected in the details of the pieces: structured bands and sleeves, ribbing and styling that exalts the spirit of the collection.

The most sober colors, such as black, navy blue, brown and gray, contrast with more vibrant tones, such as acid green and electric royal blue, present in both monochromatic looks and floral and zebra patterns. In an ongoing effort to reinforce the commitment to sustainability, most of the materials used come from deadstock or are manufactured from recycled fibers, incorporating textile structures such as crepe, jacquard and imitation leather.

Welcome to RUSH HOUR.

Rush  doesn't have to be a race against time. It could be being ahead of your time.

HAIRSTYLIST: Helena Vaz Pereira | griffehairstyle
MAKE-UP ARTIST: Antónia Rosa Atelier
INTERN: Maria Enxuto
SOUNDTRACK: João Azevedo
SPECIAL THANKS: ModaLisboa; Showpress; Mãe; André Morna; Bárbara Ribeiro; Dona Elisa; Liliana Ferreira; Manuela Oliveira; Soraia Rodrigues; Saud Alfahad; Tânia Dioespirro