Selene, the Greek goddess who personifies the moon, serves as the primary inspiration for designer José Julián Guerrero’s latest collection for his brand, Joeg. In this collection, Guerrero explores themes of transformation and rebirth, showcasing his relentless experimentation and pursuit of new textures, fabrics, and shapes.
At its core, “Selene” explores the delicate balance between light and darkness, conveyed through the monochromatic palette of black and white. These two fundamental colors have long been associated with duality, a theme Guerrero thoughtfully integrates into each piece. Black, evoking mystery and depth, contrasts with white, symbolizing purity and light. Together, they create a visual narrative that mirrors the moon’s own symbolic journey across the night sky, a tale of shadows and illumination, of introspection and revelation.
The inspiration for the collection draws heavily from the mythological figure of Selene, the goddess of the moon in Greek mythology. She is portrayed as a guardian of stories and a muse who transcends human limitations. Guerrero’s interpretation of this myth comes to life through his innovative use of textures, each piece imbued with a unique identity, much like the lunar deity herself.
Guerrero’s decision to employ a stark black-and-white color scheme is more than a stylistic choice, it is a reflection of his desire to capture the lunar essence and bring it to the realm of fashion. The pieces are not merely garments but expressions of a larger narrative, one that invites wearers to contemplate their own relationship with the unseen forces that shape their identity.
Joeg’s collection challenges the boundaries between fashion and art, blurring the lines between the material and the intangible. In “Selene,” each piece serves as a canvas for storytelling, a tribute to the timeless and universal influence of the moon. As the collection continues to garner attention, it stands as a reminder that true artistry in fashion lies not just in craftsmanship but in the ability to evoke emotion, provoke thought, and, ultimately, create something that transcends the ordinary.
About Joeg
Joeg is an independent fashion brand that embraces a unique and innovative approach to design, blending timeless, urban, and avant-garde elements. Founded in 2020 by Colombian designer José Julián Guerrero, the brand draws inspiration from the vibrant energy of Bogotá’s streets and the countercultural movements that shape the city’s creative scene.
Each collection reflects a deep connection to the local environment while also pushing the boundaries of contemporary fashion. At the heart of Joeg’s identity is its commitment to craftsmanship and self-sufficiency. The brand operates from its flagship store in downtown Bogotá, the birthplace of its creative vision, and also showcases its designs at a showroom located in Casa Aainjaa, a collaborative hub for brands that share similar values. In addition to these spaces, Joeg owns and operates its own production facility in the south of the city, where every garment is meticulously designed and produced in-house, ensuring full control over quality and artistry.
This allows the brand to maintain full control over its creative process, ensuring high-quality craftsmanship and thoughtful design. By merging urban influences with an avant-garde aesthetic, JOEG offers a fresh perspective on modern fashion, appealing to those who value authenticity, individuality, and forward-thinking design.
Photos: Courtesy of Joeg
Photography: Andres Quintero
Video: Julian Franco
Model: Oxana
Styling: Cristo Triana
Hair and Makeup: Angie Almah
Production Assistant: Sofía Zamudio
Designer: José Julián Guerrero
Location: Morfeo Studio
Highlights from the Collection
