Fashion brand Jnorig, led by Javier Girón, presented its latest collection ‘Y?gen’ at MBFW Madrid, exploring Japanese cultural dualities through sustainable materials, innovative technology, and a narrative of personal freedom amid societal expectations.
Jnorig, a fashion brand rooted in Eastern inspiration and led by designer Javier Girón, showcased its latest collection titled “Y?gen” at the Mercedes-Benz Fashion Week Madrid. The brand, which draws deeply from Japanese cultural dualities, presented a collection reflecting Girón’s personal journey and his interpretation of Japan’s complex cultural landscape.
Javier Girón, born in Colombia and raised in Germany before settling in Spain, has blended his multicultural background with his passion for Japanese culture to shape Jnorig’s distinctive aesthetic. After training at IED Barcelona and gaining experience working with renowned designer Jeremy Scott in Los Angeles, Girón launched Jnorig in 2017. Since then, he has exhibited his work at prominent venues including 080 Barcelona Fashion and now at MBFW Madrid, Spain’s leading fashion platform.
Girón explained to Neo2 Magazine that “Spain has been my home for most of my life and it is where I feel closest to my roots,” emphasizing the significance of presenting his brand in the Spanish capital. He described the “Y?gen” collection as a “deeply personal” exploration of Japanese culture, particularly its contrasts between societal expectations and individual identity. The collection reflects themes of “light and shadow,” inspired by his experiences during his first trip to Japan.
Central to the collection is the concept of giri, a Japanese notion of social obligation that often contradicts personal desires. Girón translated this tension into his designs through materials and structures that symbolize bodily oppression—tight belts, constricting fabrics, and fitted silhouettes. Complementing this, the masks designed in collaboration with Krisztian, crafted using 3D printing technology, served as a metaphor for the repression and concealment of one’s identity within societal norms. Some of the masks resemble muzzles or partially cover the face, reinforcing the theme of restricted self-expression.
The garments in “Y?gen” transition from rigid, structured shapes to more fluid and expressive ones as the runway show progresses, visually narrating a movement from oppression to liberation. Girón stated, “the garments evolve from rigid structures to freer shapes,” culminating in a final look that is entirely hand-modified, representing the complete revelation of an inner self that society often forces to remain hidden.
Innovations in materials and technology also play a significant role in the collection. Sustainability is emphasized through the use of innovative fibers such as brew protein, a fully biodegradable alternative similar to polyester, and corsets made from pirarucú fish skin, which offers an ecological substitute for traditional leather. NFC chips embedded in outerwear pieces enable wearers to access exclusive digital content, providing enhanced traceability and details about the designs. This melding of physical and digital realms was supported by a collaboration with ECH and enhanced by Kanji Kyoda’s AI-assisted video work, which created an immersive narrative experience during the show.
Looking ahead, Jnorig’s plans include further collaborations, such as an exclusive footwear line with Trippen, focusing on the fusion of functionality and innovation. Discussions with Tomorrow London also aim to expand the brand’s international presence, with ongoing exploration of technological integration in fashion.
When asked about his aspirations for dressing prominent figures this year, Girón expressed a wish to dress Colombian singer Shakira, citing her music as personally meaningful and an honor to be associated with.
Jnorig’s presentation at Mercedes-Benz Fashion Week Madrid marked a milestone in the brand’s evolution, combining cultural storytelling, technological innovation, and sustainable design in a collection that mirrors the complex interplay of societal expectations and personal freedom within Japanese culture.
Source: Noah Wire Services
