Concept
Concept of PAPER takes centre stage for SS24 collection. it is a simple but precious object that has so many connotations.
It is learning, it is a love letter, it is an art, it is a belief, it is a reincarnation.
It might be non-existent in a near future for the sake of saving the trees and the planet. let’s celebrate paper in all its glory and pay gratitude to it before that. Paper is one of the most amazing mediums that can be manipulated and transformed. we are slicing, cutting, and folding it to guide us in shapes and forms for ss24.
Silhouettes
Cut, sliced and folded paper were the guiding lines for shapes and design details.
Collection pieces are designed to be a-seasonal and for day-to-evening dressing. Architectural lines, comfort and timelessness were the focus in the design process.
Colours
Trees as a source of paper, and the mountains, lakes and sunsets around it were the guiding lines for our SS24 colour world: Sunkiss, Lemon, Fern, Azure, Indigo and Green hues supported by timelessness of Feather, Ivory, Ocean and Black.
Yarns & Fabrics
Organic cotton yarn from Italy, SFA certified cashmere from Mongolia are the main yarns for SS24. Over-production disused cotton and mixed fabrics from Italy are the backbone of summery styles.
Photography
SS24 images were shot in Mongolia, 2 hours from the capital Ulaanbaatar, in the mountainous area with forests - to reflect the PAPER concept of this collection.
Please contact us for campaign, lookbook and packshot images.
Oyuna Tserendorj and team are available to interview by request.
Concept
Our AW23 Collection concept is STITCH
Every garment starts with a single stitch.
Every journey starts with a single step.
Every peace starts with one kind thought.
For AW23 we are celebrating the small things in life, the ones that make the biggest difference. We must celebrate every small effort taken towards a better us, a better day, a better world. We shine light on the smallest elements that make up a piece of clothing. A single stitch is zoomed in to be the centre of the garment.
Design & Silhouettes
Our pure cashmere collection is an intersection of contemporary forward thinking design and singular quality. Finished with the utmost care, all of our pieces are thoughtfully conceptualised to account for every phase of their life, from beginning to end. Through our conscious cashmere constructions, we hope to share with you a story of unity and collaboration. This collection directs its attention towards architectural streamlined silhouettes highlighted by key design elements. Detailing includes paneling and light fringing, bringing subtle interest to minimal pieces. A wide maxi cut in trousers and dresses creates a soft, relaxed silhouette to combine with slim layering pieces. Reversible styles in double-sided jacquard offer multiple styling options for increased wearability.
Colours
Our AW23 colours are a return to the winter hues of Mongolia’s land. A rich colour palette of warm neutrals is punctuated with light complementary colours of Sage and Ray. Solid colours are used for monochromatic styling while underpinning pieces of carefully curated jacquard melanges provide subtle dimension. Visual interest is cultivated through the use of chunky knit structures contrasted with smooth minimal pieces.
Yarn
Exclusively luxurious pure cashmere, our AW23 collection offers a wide range of weights and stitches. SFA certified sustainable cashmere is sourced by our proud Nomads that guard the age old traditions of Nomadic culture. Cashmere goats molt once a year in spring, three or four goats giving enough cashmere just for one pullover. Cashmere, the most precious natural fibre, undergoes a laborious number of steps that transform it from raw fibre to a finished garment. We design with intention and believe that the most sustainable pieces are those that can stand the true test of time.
Concept
Our SS23 Collection concept is NOMAD. We are paying respect to our Mongolian nomads who are the guardians of the land, livestock and cashmere it gives us. We are paying respect to the Tay tribe of Northern Vietnam, who are the guardians of the mountains in Sapa region and centuries old precious tradition of plant dyed hand-woven fabrics.
Soul
We hope you will feel the soulfulness of our collection breathing through its fresh Mongolian cashmere and special hand- woven fabrics. We are passionate about them and every single person who helped create them for us and you.
Silhouettes
Collection pieces are designed to be a-seasonal and for day-to-evening dressing. Architectural lines, elegance, comfort and timelessness were guiding words in the design process.
Colours
Our SS23 Collection shines a light on undyed natural colours of soft RICE and SALT- supported by bright hues of Marine, Ochre, Sun and soothing tones of Feather, Ivory and Dawn.
Yarns
Cashmere yarn for our SS23 Collection is SFA certified sustainable cashmere produced by our proud nomads who keep the age-old traditions of one of the last remaining nomadic cultures in the world. Cashmere goats moult once a year in spring, three or four goats giving enough cashmere just for one pullover. Cashmere, the most precious natural fibre, goes through almost a hundred steps that turns it from raw fibre to a finished garment, which is designed by us to last and be cherished for many years to come. Cotton yarn is an upcycled organic cotton yarn spun in Italy and originating from Peru. We believe in not leaving a single cone of yarn unused from previous seasons. There was so much work that went into creating these yarns, so they need to be valued and used for years.
Hand woven cotton
Cotton fabrics are hand-woven by the Tay tribe who have a tradition of hundreds of years of beautiful hand-woven fabrics. They are one of the last remaining tribes in the world that live as one with nature, creating their own textiles from nature, using only natural plant dyes.
A rich colour palette of warm neutrals is combined with vibrant accent colours in Gold and Emerald. Solid colours are used in strong tonal looks alongside chunky two-tone stitches that add a graphic element. Visual texture is created by combining different rib stitches in a variety of weights.
The predominantly luxurious pure cashmere collection is offered in a variety of weights and stitches. We source top-quality fibre from Mongolia, supporting the adoption of sustainable cashmere practices by our mills which we have worked with for 20 years, alongside the Sustainable Fibre Alliance. Super-fine cashmere/silk blends and woven fabric sourced from top-quality Mongolian fibre are also used for luxurious underpinning pieces. Garments are finished with our signature corozo nut Y button.
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Farmers worldwide not only tend to food crops, but also to the plants and animals that grow the fibres we use for our clothing and textiles. In recognition of the energy used to produce these raw materials, the SS22 collection looks at reusing and elevating waste materials to create limited-edition pieces and continuing to support initiatives such as the Sustainable Fibre Alliance.
The seasons’ details include stepped necklines, asymmetric panelling, and maxi sleeves, made practical with elastic knitted bands. Reversible styles in double-faced fabrics offer multiple styling choices. Lightweight organic cotton crepes mix with structured fabrics and super-soft cashmere to create a balance between fluid and architectural shapes.
Colours are fresh and vibrant, ranging from soft pink and clay to pale yellows and blues, with garments being finished with the signature Y button, made from the corozo nut. The designs are contrasted with bold combinations of black with white, gold with navy and bright shots of orange.
Solid colours are interspersed with both subtle and vivid stripes; surplus yarns are revived in colourful combinations for scarves and trims. By constructing timeless yet elevated objects, OYUNA celebrates the fibres that pass through so many hands, from farmer to wearer.
Shop the collection online and in store now.
Creative Direction & Styling by Oyuna Tserendorj
Featuring Akuol Deng & Chester Chambers
Photography by Joe Harper
Videography by Jannick Fjeldsoe
Hair & Make up by Joanna Banach
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AW21 Statera
Statera - Balance. Recalling the indispensable balance between industry and craftsmanship, the spirit in which Oyuna Tserendorj approached her AW21 collection, brings a new equilibrium to the brand.
OYUNA’s balance point has always been to fuse Mongolian craftsmanship and heritage with the design vocabulary of London – whilst bringing value back to the nomadic communities who provide the cashmere. There is a stronger focus on the source of materials, with SFA certified sustainable cashmere comprising majority of the collection. Silk and wool yarns provide luxurious accents, and for the first time recycled cashmere is introduced to the collection along with vegan bags incorporating renewable plant-based materials.
Balancing function and aesthetic, the collection offers timeless wardrobe pieces that protect and empower. Colours ranging from flaming orange to soft pink and blue-grey, express the eternal equilibrium found in opposites.
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For SS21 we invite you to REconnect with us. REthink - REdefine - REpurpose
A sleeve becomes a belt, a neckline becomes a hem, a cuff becomes a shoulder. Flowing fabrics and weightless pieces carry you from a walk in nature to a gallery opening in the city, and beyond. A colour palette of blue sky,
soft rose and smooth sandstone combines with richer tones of butter and ink.
Organic cotton, fresh viscose and superlight cashmere form a strong wardrobe of seasonless pieces that you can pick with your eyes closed and want to wear time and time again. These all-time favourites are REworked with raw finishes and asymmetric silhouettes, using unconventional touches that elevate any outfit. REengage and REinspire - it is time to REposition ourselves for new beginnings.
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AW20 RAINBOW
Across the big open skies and mountains of Mongolia, the sun and rain meet in spectacular rays of colour as they form a RAINBOW. For AW20, the OYUNA collection captures this transitory moment of beauty, and grounds it into something you can keep with you for the years ahead.
OYUNA's version of the 7 colours of the rainbow punctuate this collection. These can be worn tone on tone, channelling the work of Katharina Fritsch, or colour-blocked for a punchy effect. Hues of vermilion red, flame orange and sun yellow lie alongside olive, indigo, wine and vibrant blue.
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SS20 SLINGSHOT
A quintessential piece of childhood, the slingshot evokes primal sensibilities - a symbol of playfulness and warriors alike. Yet its simple construction and organic materials show its humility, an object transcending time, age and culture. OYUNA SS20 Collection draws inspiration from this, considering the construction elements which comprise the slingshot.
Delicate shades of gold, taupe and moss unite with strong metal and black shades drawing links between nature and toughness. The robust sling design is transformed into delicate cords, wrapping around sleeves and necklines to create a versatile draw-string like trim.
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Duality.
The essence of nature exists in continuity under a universal law, in which everything has a complimentary opposite. Light and dark, man and woman, geometric and organic present the importance of polarities, neither one governing the other, but instead providing dynamism and balance. The OYUNA AW19 Collection draws inspiration from this, observing pairs, doubles and juxtaposed opposites. Rich shades of honey, gold, moss green and amethyst are unified with robust navy, ivory, black and camel neutrals.
Signature OYUNA cashmere, wool and silk combines with flowing and changeable pieces. Reversible jackets and tunics, double sleeved dresses and double trim garments play on the idea of repetition within duality. Versatility connects the opposing aspects within colour and silhouette, through gender-defying, unisex garments.
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The photographs pay homage to the raw beauty and structure of these objects, curated against the soft, seductive textures of our unique cashmere.
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Carol Bove’s work is a celebration of form and scale, of expecting the unexpected. These same currents taken as inspiration, flow through the OYUNA DNA and indeed through SS18.
Bove’s work with twisted metal tubes was a key inspiration, interpreted through cut, print, and 3D tube detailing. Soft draping summer knits, crisp cottons, cashmere blended with cotton, linen and metal, all sit alongside one another reflecting Bove’s juxtaposition of hard and soft, of man-made and natural, structured and organic.
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OYUNA Autumn/Winter 17 is a further development of the brands unique synergy of contemporary cashmere design and the heritage of Mongolia’s nomads. Curved seams, diagonal hems and arcing sleeves, mirror the groundbreaking art of Julia Dault, who’s folded Plexiglass and Formica works greatly in influence the silhouettes of AW17.
Layering continues to be key to the OYUNA wardrobe, with great inspiration drawn from the Nomads of Oyuna’s homeland, Mongolia. Wrapped styles feature across coats, dresses and trousers, and are almost modular-like in their execution, creating complimentary new shapes when worn together. Folded sleeves - another key Eastern in influence - feature prominently in the collection, becoming exaggerated and dramatic with this season’s oversized, structured poncho’s in 100% reversible woven cashmere.
Though known for excellence in cashmere design, fabric blends of silk, cotton and wool give AW17 an expansive range of texture and weight, coming to the fore in a hybrid jumpsuit/dress crafted from Italian silk and cotton.
Drawing on influences from the Far East to Western Modern Art, Autumn/Winter 17 sees OYUNA continue to fuse contrasting design elements into a modern and contemporary Womenswear cashmere collection.
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Despite being known for our expertise when it comes to all things cashmere, we relish the chance to work with lighter weight fabrics when spring/summer season arrives.
Silk and cotton are stand-out additions to Spring/Summer 17 (without ever forgetting our love for Mongolian cashmere!). Inspired by the sky above my native Mongolia we've named our latest collection 'Eternal Blue' and it features a colour palette of ultramarine, bright azure and gentle, cloud-like ivory. - Oyuna
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