Translucent and sheer materials, along with J’amemme’s iconic pleats are taking center stage as the brand is introducing their SS’25 collection. With the mysterious jellyfish as the inspiration for this season’s collection, infusing it with their ethereal shapes, delicate ruffles, and beauty on the edge of danger.

“The concept for the SS’25 collection originated from the captivating shapes and colors I noticed while watching jellyfish. Their unusual forms and beauty inspired a theme of transformation and change, – noted the brand’s designer, Julie Yarmoliuk. – We wanted to make nature speak for itself,  a core element to many of our collections”.

This season, the brand explores the concept of skin as its own fabric, incorporating cut-outs, sheer fabrics, and sculptural forms into the collection. As a result, the brand presented an evolution of their signature pleats through more sculptural, occasion-ready silhouettes, asymmetrical dresses, and sheer textures. Delicate jellyfish movement shapes the collection, focusing on airy and gracefully flowing fabrics while emphasizing feminine-first silhouettes in every look of the season. 

J’amemme uses an innovative approach to pleating techniques, which allows them to create unusual architectural forms for their garments. While experimenting with it the collection evolves in matching sets, complemented by vivid splashes of bright yellows that complete the look. At the heart of the collection lies a new pleated mini dress, inspired by the unusual shape of jellyfish, with its fringe mirroring the delicate pleats. The sheer fabric adds a lightness and airiness that has become a signature of the brand.

With a palette ranging from pastels to vivid yellows, J’amemme strikes a balance between structural complexity and fluidity. Along, with the collection embodying the fusion of the sea’s most enigmatic creatures’ beauty and artistic expression, setting the dynamics of the upcoming season.