NYFW  SS25 Recap - Girl Boss Maiden Archetype

NYFW SS25 Recap - Girl Boss Maiden Archetype

Fashion Week season has begun across major fashion cities, and for me, it is the most exhilarating time of the year. Having designed for fashion brands before embarking on my own journey, I am always drawn to the interplay between society and all of us involved in this creative dialogue. It’s a conversation that shapes not only fashion but also our culture and behavior. What are the elements that still resonate? Here are some of my favorite looks, ideas, and inspirations from the shows that illuminated New York City Fashion Week this season.

Fashion always speaks to the inner state of affairs. Our clothes reveal how we’re feeling, what we’re projecting, and even what we’re concealing, whether we’re aware of it or not. We might use clothing to project a certain image or status, but ultimately, they reveal so much more. This season in NYC, fashion told a story of continuous inner awakening—of connecting to our bodies through gentle enchantment and sensuality. This is exactly the guiding principle of my process that inspires my creation of jewelry.

Do you remember a few seasons ago when models were spotted off duty wearing super brief shorts that resembled underwear paired with sheer stockings? Oddly enough, the look didn’t evoke the notion of a Playboy Bunny or late-night cocktail waitress (and I cringe even repeating this cliche). Instead, it signaled a shift. This woman was making empowered choices, deciding that pants or skirts were too much—too restrictive. As someone who spent my young adult life borrowing oversized clothes from my dad and crafting my own long, nun-like skirts, I see this moment as one of deep and exhilarating liberation. Look! Legs! And guess what? I don’t care who’s watching.

Now, the "underpants" are wrapped in sheer fabrics that move with the wind, creating a playful interaction with nature's elements. Wind, an element I hold dear, becomes a co-creator in how we express ourselves, awakening the Maiden Archetype within each of us. It brings forward our innocent yet sacred sensuality, a softness in our body and being that is so needed in this pain-ridden world we’ve inherited.

Lace, fringe, sheer fabrics, deep V-necklines, and asymmetrical draping all suggest movement and innocence. It’s a celebration of the joyful freedom we are beginning to embody. This sense of pursuit of Freedom is embodied as well in one of my guiding motos: Dare to be Free. My favorites here come in the sheer voluminous shapes of dangerously sexy KhaiteTibi separates made for a girl who knows what she's doing and does not see anyone standing in her way, and all time Alaia's purified precision.

Amy Smilovic, the founder and the creative director behind Tibi says “We are grounded but at the same time we want to see how far we can push things and still feel like ourselves,” she explained. And I feel that is where we are all headed: exploring the territory not fully known, but one that will reveal more about ourselves. Time is now to walk along the edge of self exploration and playfulness. Trends are here only to inspire our own journey.

And what about the Jewelry?

How does this fashion movement—this reconnection to our bodies—translate into the world of jewelry? What are the pieces that speak to this shift and support this change?

One of the most delicate yet striking pieces from the runway shows was Alaia’s Ear-to-Ear Long Chain Earring.

An earring like this was one of the first earring styles I created as a teenager, feeling intuitively that this is what I wanted to wear. Last season, I introduced the Tinsel Wrap Earrings in both 7 ½" and 24", which speak to the same sensual, delicate communion we experience when wearing jewelry. These pieces flow with the body, just like the sheer fabrics and draped garments on the runway, allowing movement to enhance our inner and outer expression.
Some pieces we wear to make bold statements—powerful, spiritual, sexy.  And sometimes, we wear jewelry simply because it deepens our own communication with ourselves. 
One of the most notable power pieces this time around that stood out for me were the Armored Button Earrings by Off White
Like Ear Guards- they fit into the styling I’ve been loving for a long time - stacking Ear cuff and Ear Clawer styles and pairing them with the Swift and Claw Earrings for an edgy “everyday” wear.
Jewelry has this unique ability to reconnect us to our bodies in a subtle yet profound way. As we move forward, embracing a more conscious connection with our bodies and the world around us, jewelry becomes bolder, more sculptural. It takes on tactile, ergonomic shapes that not only enhance our awareness of movement but also accentuate the sensual, grounding sensations within our bodies. These pieces provide a positive feedback loop, reminding us that we belong fully in our bodies.
And just as importantly, this shift brings with it a dedication to sustainable practices and artisanal mastery. Honoring our own bodies goes hand in hand with honoring the body of our Earth, creating pieces that are as kind to the environment as they are beautiful to wear.
Innocence and Playfulness:
The Art of Mixing and Matching
This season also embraces a sense of innocence and playfulness in how we wear jewelry. Think of a single statement earring, playful scales and asymmetry, or a mix-and-match approach with ear cuffs in silver and gold, or even combining stones with solid metal. This trend invites you to create your own texture, to break the rules and define your personal style on your own terms. It’s about the freedom to be that playful girl boss, someone who is free to create her own mix—her own visual language.
In my collection, I encourage this playful approach. Wear a cuff on one ear, a chain in the other. Some of our earrings are being sold as singles. My favorite form the most recent collection is the Totem Earring that combines multiple links for a sexy composite look. 
Moving forward, the invitation is to Create your own dynamic mix of elements, just as the wind plays with our hair and sheer fabrics, reminding us that we are the artists of our own image. Now is the time to start reclaiming our truth and personal power. Fashion is not a conversation about what is happening on the runaway- it is an invitation to ignite our journey to start revealing who we really are.
Bold, sculptural, and tactile pieces enhance our self-expression, embodying a playful yet powerful femininity asking us to dare to be free.
xoJovana

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