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LPP S.A. Press room Reserved Urban Craft. Back to the roots

Reserved Urban Craft. Back to the roots

30.03.2021

Urban Craft, the latest capsule collection by Reserved, is a tribute to the past, to craftsmanship and to the work of human hands. It is a reference to the crochet work of our mothers and grandmothers who, thanks to their own creativity, often managed to work out an original and unique style. Urban Craft is also a search for peace and balance in times of uncertainty, when long-forgotten skills gain new value and additional meaning. The growing popularity of handicraft is observed among the youngest users of social media, and the arts and crafts hashtag on Instagram gathers almost 3.5 million posts. The premise of the collection is also to draw attention to self-sufficiency, resourcefulness and independence. Re-evaluating life priorities directly affects how we will dress.

Each item in this collection is unique. The dress and the light quilted jacket are decorated with original print which resembles a watercolour artwork rather than a modern digital print. Various embroidery techniques have also been used: flat embroidery in a folk style on white trousers or quilted bomber jacket, and English embroidery on a black dress with a frill. Raw organic cotton and denim are accompanied by fabrics with a creased, waffled texture, such as soft muslin (also made from organic cotton) and thicker or thinner knits. The artistry of the collection is emphasised by contrasting, decorative laces on the jumpers and a colour palette that is pleasing to the eye, almost painterly. Saturated denim blue, floral pink, vanilla yellow and off white colours correspond to the pattern on the dress, kimono jacket and short top with puffs. A special feature of the collection is a black top with white binding; handmade crochet design in a limited number of pieces.

Urban Craft continues the idea of sets – very fashionable in 2021 – here you will find a summer suit with shorts, matching tops and skirts, as well as trousers with a sporty edge to them and jackets with decorative embroidery on the sleeves. The silhouettes are reminiscent of the seventies: the slightly heightened waist of the long dresses, the wide-legged jumpsuits or the short tops that show off the belly, all combined with embroidery and handicrafts, bring to mind photos from a family album, but at the same time are firmly rooted in the present. This is due to convenient solutions such as pockets (even in dresses), sewn-in, fixed creases, as well as the use of modern, more environmentally friendly materials.

The collection was made entirely in the spirit of sustainable development and in accordance with the Eco Aware idea, from certified more environmentally friendly materials. The largest part of the collection is made from organic cotton, which has a much lower environmental impact than conventional one. It is produced using only natural plant protection products and fertilisers. No genetically modified seeds are used in the production of this material. Organic fibres used in manufacturing of EcoAware styles are certified by independent institutions, in accordance with leading international standards such as Organic Content Standard (OCS) and Global Organic Textile Standard (GOTS). Urban Craft also means using Tencel Lyocell with international EU Ecolabel certificate, meeting high environmental standards in the production processes from raw material extraction to distribution and disposal. The collection also includes certified Lenzing™ ECOVERO™ viscose, an eco-friendly fibre whose production ensures up to 50% less carbon dioxide emissions. The closed loop production process also reduces water consumption and the amount of pollution it generates. The fabric is breathable, gentle to the skin and biodegradable.

The image photo shoot, captured by photographer Sonia Szóstak and styled by Karla Gruszecka, further emphasises the synthesis of tradition and modernity. Beautiful yet time-stained southern interiors provide the perfect backdrop for the rawness and heritage all going hand in hand in the collection. Subtlety, softness and functional modernity are the definition of raw luxury: a life devoid of superfluous objects but full of things with history to them, souvenirs from travels or clothes that have a special value for us.

The Urban Craft collection will be available online at https://www.reserved.com

Photographer: Sonia Szóstak
Stylist: Karla Gruszecka
Model: Elizabeth V | New Icon Model Management

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LPP SA is a Polish family business and one of the fastest growing clothing companies in the region of Central and Eastern Europe. For over 25 years it has been successfully operating in Poland and abroad, offering its collection in traditional stores already on 25 markets, including in such prestigious capitals as London, Berlin, Tel Aviv or Moscow. LPP SA manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay. The company has a chain of over 1800 stores with the total area of over 1.3 million sq.m. The online offer of the brands collections is available on 29 markets. On the basis of a global supply chain, the Polish clothing producer distributes over 265 million pieces of clothing to three continents. LPP also plays an important role as it employs over 24 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.