Get To Know: Au Jour Le Jour
Posted on March 19 2018
It was back in 2012 when we first heard the song "Losing You" - a collaboration between one of our favourite artistes Dev Hynes and Solange Knowles. While we thought the song was good, it was the music video that won us over. Armed with a fresh sound and an all-new creative direction – it was the Solange that we had been waiting for.
And while we held our breath for a certain not-yet-a-girl-not-yet-a-woman to give us our fairytale comeback story, Solange took us all by surprise and gave it to us. We were sold on everything from the styling to the vivid hues in the music video - we just couldn’t get enough.
Solange was our girl of now.
Not long after her music video came out, Solange stepped out in an ensemble of gorillas and lips. Pardon the pun, but everyone went APE. These prints put leopard prints to shame.
Very soon, the brand responsible for these prints, Au Jour Le Jour, was taking over every fashion event. Now everyone wanted a piece of it - Rita Ora, Chiara Ferragni, Erika Boldrin and Lady Gaga to name a few. Every fashionista was putting their own spin on the Au Jour Le Jour girl. It also marked the triumphant revival of the 90s Club Kid.
All pictures credited: Pinterest.