Jade Cropper - AW24

By Allyson Shiffman

The Swedish designer – whose appeal is growing amongst hip young celebrities – draws inspiration from her grandparents for AW24, while maintaining the brand's slinky sex appearl

Jade Cropper’s clothes invariably celebrate individuality, taking the shape of the wearer. It’s especially true of her autumn/winter '24 collection, in which sweaters hang from the shoulder just so, jersey clings to the form and hook and eye closures – an emerging Jade Cropper signature – can be hooked and unhooked to show the desired amount of skin. “It’s all about empowerment,” she says. Cropper first introduced pieces that can be adapted and morphed to suit one’s whims by way of buttons, clasps and zippers in her very first runway show. “It’s in my DNA,” she says. “Now I’ve come back to this and I want to push it further.”

In fact, the collection is rich with Cropper’s emerging language. The thigh-high slits, the rounded shoulders, the asymmetrical bunching and draping. “I found inspiration in my previous collections and pushed the versatility a bit further,” she says. Cropper’s designs, despite their slinky sex appeal, find inspiration in the freewheeling style of her grandmother. This time around, the garments also find inspiration in her artist grandfather; the palette of grey, rust and navy is plucked from his paintings and the organic, unexpected shapes are culled from his sculptures.

While Cropper has become a red carpet and on-stage favourite amongst hip young celebs, here she brings her covetable aesthetic into the everyday. Take, for instance, the second-skin zip-up tops, easy slip dresses and ribbed knits. “We want people to use these pieces in their everyday lives,” Cropper says. Still, you get the sense that the everyday life of a Cropper girl is hardly humdrum – a notion epitomised by the pierced faces of the models in the lookbook. “I wanted it to have more attitude,” she says. “So it doesn’t feel cute.”

See the full Jade Cropper AW24 collection below:

Jade Cropper - AW24