Popomomo’s F/W 2010 show was called “City of Quartz” and was inspired by the book of the same name about the future of Los Angeles, where the line is “designed, sewn, printed and dyed sustainably on eco-friendly fabrics”. Fabrics include Tencel gabardines, recycled poly/hemp denim, and hemp blended wovens and fleece.
Simple shapes and slim silhouettes were highlighted with plenty of detail without a bit of frou frou – mostly in the back and on the sleeves/shoulders (see examples below) which is a fun take on basic (but never boring) dressing. Creator Lizz Wasserman formerly designed for Urban Outfitters and Free People, and the pops-of-color-plus-black aesthetic, and snaps and zippers rule in a clothescape where buttons and bows have been purged.
According to designer Lizz Wasserman’s site, “POPOMOMO stands for post-postmodern movement. Instead of floating in relative perspectives and endlessly reworking the past, Popomomo focuses on the new and true; creating idea — as opposed to trend — based pieces.”
All images by Starre Vartan