A recurring symbol within the AREA universe is the butterfly. This season interpreted through a more graphic and abstract lens, the motif is rendered through bold psychedelic prints and color-blocked intarsia. Continuing ideas of decay from our Spring Summer ’23 collection, we started exploring night butterflies and moth holes and translating this beautifully through fabric development. We crafted hand-beaded distressed crystal moth holes and applied this to sartorial classics like prince of Wales suiting and iconic denim.


This season we started by drawing and cutting layers of contrasting fabrics into graphic butterflies seen throughout the collection as exaggerated lapels on jackets, eveningwear, and dramatic hand-crafted felt wool caps. The concept is also realized as metal harness created by different layers of butterfly shapes and incorporating signature AREA crystal.


We experimented with provocative butterfly shape cutouts to craft harness tops, mini shorts and oversized fluttering butterfly hoodie of painted-edge leather and Japanese raw denim. From there, the idea was translated into color-blocked jersey dresses that evoke 70’s motocross finished with jumbo crystal gems.


For print and embroidery this season, we leaned into psychedelic 70’s by painting abstract butterflies in pink and purple hues, accented with splashes of black and white and floating on a green background. This print is seen on shiny spandex and denim separates perfect for day. From there, these psychedelic butterflies are rendered through embroidery using thousands multicolor crystal and bugle beads crafted into sparkling trims, evening tops and dresses.


Through looking at butterflies, we thought of moths and the concept of distressing wardrobe staples such as denim and suiting, but with an AREA twist. We started by creating distressed moth holes that are embroidered with circles of bugle beads and crystals giving a precious feel to something worn and distressed.


AREA Creative Director: Piotrek Panszczyk – Photography: Roe Ethridge – Stylist: Katie Burnett – Hair: Tamas Tuzes – Makeup: Janessa Pare – Manicure: Yukie Miyakawa – Production: T Creative