The inspiration for the four lines that comprise our limited edition Launch Collection that was showcased on the 13th September 2019, comes from mythological stories of women – goddesses. We’ve worked to weave the colours and richness from their stories into our textiles and designs, so that a little bit of the magic comes through in each item, and you feel that when you wear the garments.
Amaterasu: Teen Line
Amaterasu (Amaterasu-omikami) is, in Japanese mythology, the goddess of the sun and the universe, was born from the left eye of Izanagi. Together with her brothers, Susanoo, god of storms and Tsukuyomi, god of the moon, Amaterasu painted the landscape of ancient japan. She is often associated with friendship and unity, and japans emperors are said to be her descendants. She is the daughter of Izanami and Izanagi. Her parents made her ruler of the sky, and it is sad she was born when her father Izanagi had to perform a cleansing ritual on the river Woto after having escaped from his visit to the underworld. Then, from his left eye, Amaterasu was born. She is also the elder sister of Susanoo, the storm god. They constantly quarrelled, and it is said that is why the storms would rage.
“Perhaps the most celebrated myth concerning Amaterasu is when she blocked herself in a cave following an argument with Susanoo when he surprised the goddess with a monstrous flayed horse when she was quietly weaving in her palace with her younger sister Waka-hiru-me. As a consequence of Amaterasu’s disappearance the world was cast in total darkness and evil spirits ran riot over the earth. The gods tried all manner of ways to persuade the peeved goddess to leave the cave. On the advice of Omohi-Kane, cocks were set outside the cave in the hope their crows would make the goddess think that dawn had come. The gods also placed a large sakaki tree (Cleyera japonica) outside the cave and decorated it with sparkling jewels (magatama), fine white clothes and a mirror at its centre. In addition, the goddess Amenouzume (or Ama-no-Uzeme) danced so wildly in a strip-tease routine that the other gods’ uproarious laughter finally excited the curiosity of Amaterasu. Opening the blocked cave just enough to see what was going on and whilst distracted by seeing her stunning reflection in the mirror, the strong god Ame-no-tajikara-wo yanked the goddess out of the cave. Tuto-Tamu then held behind the goddess a pole of plaited straw and emphatically stated that the goddess could hide no longer and the world was once more bathed in her radiant sunlight.
In Japanese art the goddess is most often depicted as a good-natured being often seated back to back with her other brother, Tsukiyomi-no-Mikoto, the moon god. Cocks are associated with her as they herald the rising sun and so too the raven (yata garasu) who is believed to be the messenger of the goddess. The Ise Grand Shrine or Jingu, the most important Shinto shrine in Japan, is dedicated to Amaterasu and the goddess is represented there by one of her other symbols – an octagonal mirror (yata kayami).”
Aphrodite: Daily Grind Line
When mutilated parts of Uranus were thrown into the sea after the battle against Kronos, legends say Aphrodite rose from the foam. Flowers sprang up from around her feet, and love and beauty are ideas that come to mind when thinking of her. Known in various myths to be a mother, a lover and a wife, she, like women today, as taken on many roles, and many forms. Also represented as the victorious goddess, she can have the the attributes of Ares, with a helmet, a shield, a sword or lance – and victory in hand. The most beautiful of all the goddesses was Aphrodite, the goddess of love and beauty. She was often called the “sea-born” goddess, because she was formed one evening from the foam of the sea, where its waves beat upon a rocky shore. Her eyes were as blue as the summer sky overhead, her skin as fair as the white sea-foam from which she came, and her hair as golden as the yellow rays of the setting sun. When she stepped from the water upon the beach, flowers sprang up under her feet; and when she was led into the assembly of the gods, every one admired and loved her.
All birds were great favorites of Aphrodite, and they loved her as much as she loved them They taught her their bird language, so that she talked with them as though they had been persons. Of all them, however, she liked the doves and swans the best. Doves fluttered around her head and alighted, on her arms and shoulders, wherever she went; and swans drew her back and forth in a beautiful boat across the waters between her palace and the shore of the lake.
Aphrodite was the kindest and gentlest of the goddesses. The Greeks did not pray to her for power, as they did to Zeus, or for learning and wisdom, as they did to Athena. Instead, they prayed to her to make the persons they cared for love them in return. Aphrodite is also the goddess of wild passion and romance, and these two spheres are still in conflict. Aphrodite is the embodiment of the wonderful beauty and eternal youth ,she is The goddess of love, beauty, full femininity, civility, kindness and laughter, is the beauty of the whole world . Aphrodite is the fertility goddess of all kinds, the fertilization of plants and animals, the goddess of love and his sensual experiences and marriage, a goddess of beauty that is her gift to the universe and for human beings those whom she gave the beauty of the body .
Voluptuosity: Lingerie Line
Oshun (known as Ochún or Oxúm in Latin America) also spelled Ọṣun, is an orisha, a spirit, a deity, or a goddess that reflects one of the manifestations of God in the Ifá and Yoruba religions. … Oshun is syncretized with Our Lady of Charity, patron saint of Cuba, and Our Lady of Aparecida, the patron saint of Brazil.Oshun, also spelled Osun, an orisha (deity) of the Yoruba people of southwestern Nigeria. Oshun is commonly called the river orisha, or goddess, in the Yoruba religion and is typically associated with water, purity, fertility, love, and sensuality. She is considered one of the most powerful of all orishas, and, like other gods, she possesses human attributes such as vanity, jealousy, and spite.Several myths exist concerning Oshun and her significance as a Yoruba deity. In most Yoruba stories, Oshun is generally depicted as the protector, saviour, or nurturer of humanity. Oshun has also been described as the maintainer of spiritual balance or mother of sweet things. One myth highlights Oshun as the central figure in the creation of human beings. The Yoruba people believe that the orishas were sent by Olodumare, who is considered the Supreme God, to populate the Earth. Oshun, being one of the original 17 sent to Earth, was the only female deity. The other gods, all male, failed at their attempts to revive and populate the Earth. When they realized they were unable to complete the task given to them by Olodumare, they tried to persuade Oshun to help them. Oshun agreed and brought forth her sweet and powerful waters, bringing life back to Earth and humanity and other species into existence. As that Yoruba myth suggests, humanity would not exist if Oshun, the goddess of life and fertility, had not acted.Tradition holds that the first interaction between Oshun and human beings took place in Osogbo (Oshogbo), Nigeria. That city is considered sacred, and it is believed to be fiercely protected by the water goddess. Oshun is said to have given the people who went to her river permission to build the city and promised to provide for them, protect them, and grant their prayers if they worshipped her dutifully, making the obligatory offerings, prayers, and other rituals. Out of that first encounter between the people of Osogbo and Oshun evolved the Oshun festival, which is still practiced today by the Yoruba people.
Dreamwear: Sleepwear Line
Originally depicted as a woman with the head of a lion, Bastet, the Egyptian goddess and protector of the home has always been a prominent and powerful figure in mythology. Believed to ward away evil spirits and disease, this daughter of Ra is suggested to have been a kind and playful, but beneath the surface, a fierce and noble warrior lay – what better to be on your mind as you lay your head to rest. With deep hues and golden trim, this collection aims to bring you utmost comfort, soft textures, and sweet dreams.Bastet, also called Bast, ancient Egyptian goddess worshipped in the form of a lioness and later a cat. The daughter of Re, the sun god. Bastet is the Egyptian goddess of the home, domesticity, women’s secrets, cats, fertility, and childbirth. She protected the home from evil spirits and disease, especially diseases associated with women and children. As with many Egyptian deities, she also played a role in the afterlife as a guide and helper to the dead although this was not one of her primary duties.The popularity of Bastet grew from her role as protector of women and the household. As noted, she was as popular among men as women in that every man had a mother, sister, girlfriend, wife, or daughter who benefited from the care Bastet provided. Further, women in Egypt were held in high regard and had almost equal rights which almost guaranteed a goddess who protected women and presided over women’s secrets an especially high standing. Cats were also greatly prized in Egypt as they kept homes free of vermin (and so controlled diseases), protected the crops from unwanted animals, and provided their owners with fairly maintenance-free company. Although she was greatly venerated, she was equally feared as two of her titles demonstrate: The Lady of Dread and The Lady of Slaughter. She is associated with both Mau, the divine cat who is an aspect of Ra, and with Mafdet, goddess of justice and the first feline deity in Egyptian history. Both Bastet and Sekhment took their early forms as feline defenders of the innocent, avengers of the wronged, from Mafdet.