Hellavagirl’s AW19 collection opened with a theatrical ballet performance, at Freemasons Hall Fashion Scout, during this season’s London Fashion Week. Setting the stage for the rock star couture show, the model appeared draped in a lavish navy blue cape, blood red roses sitting religiously in her hair, the theatrical mischief that is the heart of the brand came to life. The collection featured innovative, decadent design, with a touch of the outrageous. Hellavagirl prides itself on producing clothes for the fearless, bringing strong glamorous, yet wearable pieces to its audience.
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Designer Helen Woollams created this collection to empower, entice and compliment. With her inspiration thriving from her love of fashion and the people who embrace it, each collection exhumes her infectious high-spirited nature, and adds to the brands flirtatious take on design, leading to the unique couture that is the backbone of the brand.
The elaborate avant-garde collection was a celebration of fashion and art. Reminiscent of the Brothers Grimm fairy tales, with sky high ruffles, deep shades of velvet, and exaggerated voluptuous silhouettes, we were one step away from “falling down a rabbit hole”, or meeting a wolf on the way to grandma’s.
Hellavagirl sure gave us hell, and stood out amongst a field of happy playful collections gracing this season’s LFW. Blurring the lines between fashion and theatre we left feeling empowered by the imagination at the core of this brand. We can only imagine what dramatic twists are in store for this emerging British talent.