CAPSULE COLLECTION FOR JORYA
Janine Rewell is a Finnish designer living and working in Helsinki. Interested in organic geometry and the unexpected perfection of nature, she blends imagination with reality through illustration and installation.
Abstract shapes and fantastical animals inspire her work, which mixes vector-based designs and analogue materials for displays with textiles and designed environments. She frequently composes geometric forms and fluid patterns using digital tools to fashion characters and immersive landscapes within her pieces.
DESIGN FOR WORLD MARKETS
A recent collaboration with Chinese brand Jorya included three parts that would be released at different times. Three of the key visuals were used for an autumn collection comprising clothing, advertising, scarves and gifting boxes. The fourth key visual was used for a winter campaign, and the fifth illustration was created for the Chinese New Year campaign – the biggest commercial season in China.
Taking inspiration from ancient mythologies and symbols related to the Qixi Festival and the Chinese Moon Festival as a starting point, Rewell developed a collection of illustrations which were used for silk pyjamas, dresses and shirts. When the project started, however, the client hadn’t decided what it would use the key visuals for, so the illustrations had to be really flexible in terms of usage.
“I didn’t know if they were going to be used as clothing patterns or gifting objects, window displays or advertising,” says Rewell. “It was quite challenging to decide on the colour palette especially.”
Having a local agent to communicate with the client, understanding the cultural viewpoints and differences – and also translating if necessary – was invaluable for the project.
“I typically work with advertising and window displays when it comes to fashion brands. But I also love doing clothing patterns, and knew there was a possibility to build a very versatile collaboration with Jorya. That’s why I wanted to work with them.”
Rewell secured the commission through her agency V/Collective, based in China. “They have really good connections with the fashion brands in China, because their agency profile was more directed towards fashion collaborations when they first started their business.”
Rewell is a strong advocate of making time for personal projects, having secured client work as a direct result of playing around with ideas outside of the constraints of commissioned work.
Noting that her clients are not always visual people and want to see examples of what the result would look like before they decide to commission her for the job, she believes it’s important to have a versatile portfolio, with a lot of different ideas on how to use your illustrations attractively.
“It is very useful especially if you want to expand your clientele into new fields, where you don’t have existing case examples from before.”
A set of illustrated wooden dollhouses is a prime example. Rewell designed these to see how her work would translate into 3D, and she was contacted by a shopping mall in Hong Kong which asked if it could enlarge one and build it on a human scale:
“Within a few years I already had a lot of enquiries for 3D installation work in Asia, as the word got around,” she adds.
dress, pattern by Janine Rewell for Joyra