SS 23

TELL ME YOU’RE COOL WITHOUT TELLING ME YOU’RE COOL

Unknown silhouettes stirred among the lights, the dust, the smoke.
There is an exchange of looks on the floor.
The physics laws are subverted by the attraction laws. The dream embraces reality and confuses it until it melts.
“I’m John”. “I’m John”.
They were liquid and melted. Were one.

João Magalhães presents the summer 2023 collection for the first time at the new studio and showroom at Rua das Trinas, in Lisbon, a newly opened space designed in collaboration with Mafalda Froes, from White Raven. This is a time of consolidation and transformation – the new collection marks the opening of the first sale point and the launch of the website and e-commerce.

“This change forced me to go back to the past, to open old boxes, to revisit collections. I wanted to reconfigure pieces that never advanced and reuse materials”, says the designer.

“Now, and after having consolidated my vision for the brand, my intention is to create a structure that allows me to reach more people. I will continue to create unique and exclusive pieces, but it has also become essential to develop the entire production”, explains João Magalhães.

“Tell me you’re cool without telling me you’re cool” revisits different creative phases of João Magalhães’ journey but is also a reflection of new experiences. “It was a summer where I met a lot of people, listened to a lot of music. I look at the collection and I can feel a musicality, the fluidity of these interactions”, says the designer.

A dancing outfit in animal print adds lightness to the rigidity of a skirt-coat ensemble with more than a thousand ruffles – as if it belonged in the wardrobe of a 19th century court, if the 19th century began now. The minimalism of an oversized white suit cuts through the extravagance of a long dress and knits in acid colors and micro sizes.

The collection makes us dream. Reminds us of hot summer nights, it tells us about love at first sight. There is also irony and, for the first time, references to the 70’s. “It’s a deconstruction of my universe – starting with skateboarding and ending up on the dance floor”, he concludes.

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TEAM

Accessories: Marcos Hasshorn
Digital Art: Guilherme Curado
Beading: Inês Stock
Communication: The Communication Studio
Hairstyle: Helena Vaz Pereira (Griffe)
Jewelry: Beatriz Jardinha
Knitwear: Pedro Ventura
Makeup: Antónia Rosa Atelier
Music: Schuro
Set Design: Victor Fresi
Styling: Rubén Osorio

Special Thanks: Carmo Boucinha, Cracked Cakes, Eduarda Abbondanza, Eduardo Marecos, Mafalda Froes, Rita Rolex and ModaLisboa team.