We will register, in the fire of the island,
The name of Love and Hope.”
Excerpt from a poem by Jorge Carlos de Almeida Fonseca, current President of the Republic of Cape Verde.
FOGO (FIRE), the latest collection by the brand JEF, for the Fall/Winter 20’21, represents a celebration of Cape Verde. Through this creative proposal we sought to condensate the soul and the way of being of this people to whom we feel united due to the sharing the same lusophone culture. The FOGO collection conveys, in its chromatic and symbolic intensity, the joy, the longing that burns, the human warmth, the sorrow, the fascination of a morna*, the sensuality of coladeira*, the half-caste beauty.
Those who dare to wear the iconic garments of this collection will make a sensory and emotional journey to the soul of Cape Verde. A road of synaesthesia’s to be travelled with exuberance, melancholy, destiny, of our common purpose as multicultural peoples.
FOGO synthesis the fusion of lusophone cultures, the higher value of the JEF brand, which finds its maximum expression in Cape Verde’s Creole culture. In this archipelago composed by ten islands, there is a living cultural legacy that testifies the Atlantic encounter between Portuguese and African influences.
The FOGO collection,using a graphic game of riddles present in the composition of the print, reveals the history of that encounter and the shared construction of Cape Verde's identity.A narrative told by carefully selecting the essential icons for this people and territory. The coffee beans guide us through the routes of this important maritime trade, connected by vessels that cross oceans until reaching warehouses, scattered around the world. The inscription of the female figure, inspired by the stylization present in the note of five thousand escudos, is an homage to the Cape Verdean woman, to her strength and effort as a structuring pillar of the family, society and the economy. The omnipresence of the volcano symbol reminds us of the magmatic energy of these islands, as if the feeling that its glimpse engraves in the eyes of the visitor is emanated deep from the heart of the earth.
The immanence of colour, present in the landscape of the islands, influenced the earth-tones of the collections’ colour palete, where orange, brown, beige, red and maroon emerge and are harmoniously combined with the tones of the Atlantic sea, being recurrent the presence of a deep navy blue and electric blue, representative of the Cape Verde flag, as well as different shades of green, inspired by the hues of natural spaces and cultivated areas.
The urban landscape, characterized by simple houses with bold colours, inspired the creation of iconic pieces featuring pure and solid geometric lines and contrasting colours, a union between traditional culture and modernity. The Cape Verde coastline features JEF’s colours, the colours of the Lusophony.
The FOGO collection allows to wear the intrepid will to live, the fighting and overcoming spirits, but also the pleasure of good times and simple joys, embodied, sublimated and shared by the Cape Verdean people. The essence of Cape Verde's soul, captured at depth by this collection, is the permanent vibration of life, of the incessant movement in the streets, in the markets, colorful and full of life, the overflow of emotions that infect us through music and dance.
Cape Verde, an island nation, surprises us with its ability to embody the universal sense of belonging. The distance, the journey, the diaspora, the need to travel to other ports, the multiculturalism, the lusophone matrix of the JEF’s brand, are inscribed in their genes, in their history, in their becoming.
JEF is proud to use this collection to celebrate the soul of a people that produced a universally acknowledge lusophone reference, the morna*, classified by UNESCO as an Intangible Cultural Heritage of Humanity in December of 2019.