Paula Jassir is a ready-to-wear brand that seeks to provide a feeling of well-being and empowerment, where sustainability, social responsibility and creativity are considered pillars of creation, a modern and aspirational brand, owned by Paula Jassir, a designer who grew up surrounded by denim since her parents have a consolidated company dedicated to this particular fabric for more than 20 years.
Creative Direction: Paula Altamar | Senior Designer: Madeleine Hernández
Photography: Paula Jassir
Paula Jassir sought sophistication and minimalism with enough strength to be a statement, the brand is about how denim can be transformed into shape and into a philosophy that permeates lifestyle, inspiration and creativity. It seeks to reflect timelessness in an essence that is always relevant and flexible to adapt to certain currents and the future in general without losing the core of its being, in the same way that its clothes manage to follow trends without detaching itself from its own style and in the same way that Paula Jassir can evolve in other fabrics beyond denim without losing its roots.
From this analysis arises the tagline: “perpetual essence. Infinite evolving” and the PJ monogram which is also an ambigram, created following the movement of a clock and right slanted to represent constant progress.
