Backstage at DUARTEHAJIME SS24 at ModaLisboa à la carte

In an interdimensional spectacle where fashion and the nostalgia of “ARCADES” paint a vibrant and pixelated universe, Duarte Hajime is delivering an exhilarating tribute to video game heroes on the runway.

Photography Thomas Probosch

Beauty Antonia Rosa and team using Clarins

Hair Vasco Pacheco Costa for Vasco.Lx 

Shoes  Exceed Shoe Thinkers

Jewellery NUUK

Words Monica Lopes

This season, Ana Duarte,the designer and creative director of the brand, delves into the roots of arcade centers from the 1970s and 1980s. Ana is paying homage to the dawn of an era that now intertwines with the omnipresence of Artificial Intelligence in our existence. In a world undergoing constant transformation, where AI weaves its own narrative, Duarte Hajime presents a result with gender-neutral, oversized silhouettes, using materials like organic cotton, denim, recycled polyester, wool, Bemberg™, sports nets, and ReLiveTex® andtechnical fabrics.

The iconic Super Mario and the technology of 8-bits serve as the starting point. The superheroes of this tale are the loyal four-legged companions, Marvel and Tadau, perpetuating the theme of “World Keeper” from the Duarte Spring/Summer 2022 collection. Together, they battle the monsters created by humankind, with a focus on AI dominating the workplace landscape. It’s a journey of understanding this technological “monsters,” a necessary step to coexist and evolve through the levels of this digital story.

“All the collections are special because they represent a specific moment for me, but this collection is unique as it’s the first one under the new name and it’s about video games, wich is something that really inspires me!”

— Ana Duarte

The narrative unfolds across levels where sports are present-activities echoing past inspirations, such as surfing, skateboarding, and judo, while the superheroes recharge their energies with the essence of pizza. The cotton imprinted with pixels represents not just an aesthetic but a rebirth of the brand, currently in the process of International expansion, marking the transition from the brand’s previous identity as Duarte Brand to Duarte Hajime. “Hajime” means “begin” in martial arts, such as judo, which Ana Duarte has been practicing since the age of four. It’s a word that has always been a part of her life and is related to sports, which is an inspiration for the brand and this new beginning of the brand. Vibrant colors (including blue, green, mint) and bold graphics dominate the collection, with black as the base of a screen ready to explore new levels. Carefully crafted details, such as contrasts and shadows on the pockets, elevate the pieces to a utilitarian status, where fashion finds its purpose in the interactive journey of contemporary style.

ZOOT met Ana Duarte backstage ModaLisboa to talk with her about the ARCADES collection.

ZOOT: Can you tell us about the inspiration behind your latest fashion collection, where fashion meets the nostalgia of “ARCADES”? 
Ana Duarte: Absolutely, this collection draws its inspiration from the arcade centers of the 1970s and 1980s, which were a pivotal part of the gaming culture. We wanted to pay homage to that era, where video game heroes first emerged, and explore how it intersects with the prevalence of Artificial Intelligence in our lives today.

ZOOT: How does Artificial Intelligence play a role in this collection? 
Ana Duarte: In a world that’s constantly evolving due to AI’s influence, we wanted to highlight its presence. The collection features gender-neutral, oversized silhouettes crafted from materials like organic cotton, denim, recycled polyester, and technical fabrics. We take the iconic Super Mario and the technology of 8-bits as our starting point to symbolize the fusion of past and present.

ZOOT: You mention the theme of “World Keeper” from a previous collection. How does it tie into this one? 
Ana Duarte: “World Keeper” is a theme from our Spring/Summer 2022 collection that we wanted to continue. In this collection, our loyal four-legged companions, Marvel and Tadau, are the superheroes who battle the “monsters” created by humankind, with a specific focus on AI’s dominance in the workplace. It’s a narrative of understanding this technological “monster” and the need to coexist and evolve.