With Everyday, Jenny Fax transforms the banal into the sublime. In a quiet Paris office, imagination slips between routine and rebellion—proof that her peculiar, poignant femininity still speaks louder than fashion’s noise.
It has been one year since Jenny Fax made her Paris Fashion Week, since launching her brand in Tokyo in 2011, Jen-Fang Shueh has primarily had presentations during Tokyo Fashion Week. As I made my way to her Spring Summer 2026 presentation, there was a long line of editors, stylists, buyers, and Lolita-clad fans. After one year, Jenny Fax has clearly resonated with a wide array of women across the globe of all ages. This season has been hyped up by the media and many editors for all the Creative Directors’ debuts, but many lack a certain female energy that designers like Shueh naturally bring. Just shy of fifteen years as a brand, word of mouth is going around and looks to be the breakout season where not only does the name Jenny Fax garner more attention, but also the women she dresses who have lived many lives.
Jenny Fax SS26 collection, entitled “Everyday,” continues to explore real-world women in everyday scenarios. “In everyday routines, like going to the bathroom, I sometimes feel like I disappear from the boring environment and get a small sense of freedom. Even in such a limited space, I can think about all kinds of things where I want to go, or even strange, playful, or forbidden fantasies I can’t have in the office. I really cherish that quiet mental escape hidden in small, mundane moments.” Jenny Fax noted.
Ten models sit at desks in a simple office setting in this Paris presentation, some working, some absorbed in their thoughts. Simple behaviors like zoning out or taking a break become peaceful escapes. During these brief breaks, odd or humorous ideas surface that you wouldn’t display in a typical work environment. Signature frills and ruffles are toned down and displacement turned up, creating a tension between childlike femininity and subtle unease.