After Baja East’s Scott Studenberg parted ways with his co-founder John Targon, he went into a meditative state, venturing to Mojave Desert to, as he recalled during his New York Fashion Week presentation, do some drugs and search his soul. There, he recouped from the breakup and began to realize what would characterize the brand under one designer, under one set of ideals. And for him, this meant splitting the collection into four parts that form one complete, harmonious whole.
He first set the scene, enlisting a string quartet to play classical renditions of “Hotel California” and “California Gurls,” and laid out overlapping rugs that he brought from his own home in Laurel Canyon. The goal was to put viewers at ease as he personally guided attendees through the collection.
The first batch is comprised of all-white looks inspired by Tina Turner with a sprinkling of Liza Minelli, which accounted for the layers of fringe and lustrous fabric. He paired these show-girl elements with hoodies and joggers, owning to the brand’s streetwear-inspired core. Continuing with the same silhouettes of toga-style dresses and loose, sporty separates, Studenberg showcased looks done in the colors of the desert sunset, textiles that mirrored crystals, and prints of succulents, wild horses, rattlesnakes, and tarot cards. The collection soars with a bohemian spirit, but is grounded in its commercial appeal.
Indeed, Studenberg made it a point to highlight how Baja East is segueing into the advanced contemporary market, so as more people could join him on his spiffy, beatnic journey back to the fashion industry.
Check out the Baja East Spring 2020 collection in the slideshow: