Every month we give you an update and a little more insight on what is going on in the Hellen van Rees atelier.
September is fashion month! So we began with the photoshoot of the new collection, for the lookbooks & website. Hellen photographed the collection herself! She shot the collection the Toni&Guy studio in central London. Where she teamed up with make-up artist Zoe Laghi, hairstylist Philipp Haug and of course the 2 models.
Then the preparation of the lookbooks so they we’re ready in September to be sent to the buyers and so Hellen could take them with her to London and Milan for Fashion Week.
All the 100 lookbooks are hand-made.
We did all the work with just tape and various paper types, cut in irregular sizes. Hellen began the lookbook with the explanation of her new collection, followed by some inspirations, and further the collection images and details. Also on the last page, we put the fabrics on a page, so the buyer can easily see what kind of fabric it concerns. This way the lookbook is in line with the handmade clothes and that concept is clear right away, not much explaination is needed.
When all the preparation was done it was time to go to London and then Milan for Fashion Week. First off London, where she was presenting at The Avant Premiere Showroom in Soho from 20-22 September. The bright, intimate showroom in the SOHO Revue Gallery hosted a nice selection of up and coming fashion and accessories brands.
From there she headed to Milan for Milan Fashion Week!
She was there 26-28 September, at SUPER in the Fiera Milano City, organised by Pitti Immagine, as part of a special talents selection by Vogue Italia.
Over 170 prêt-à-porter designers showcased their collection to a total of 6,000 buyers from all over the world. SUPER its focus is product innovation, and new outlooks in accessories bringing together established firms and emerging brands in a totally new presentation; it will promote young Italian designers and welcome foreign talents and stage eye-opening events.
“SUPER confirms and fully re-launches its identity as the ideal scouting receptacle for all the latest ideas in the world of accessories and prêt-à-porter,” says Agostino Poletto, deputy manager of Pitti Immagine.
Next Month we’ll start working on SS16 production, set up an exhibition during Dutch Design Week and start working on the new collection for AW16!