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Helmstedt’s ‘Emotions’ Collection Tells The Story of a Difficult year
The past year has been a rollercoaster of emotions. Grief, sadness, loss and uncertainty are just some of the sentiments that describe 2020. But 2020 also made us to look at the little things in life a little differently, take a step back and focus on what we’re grateful for. Emilie Helmstedt, Founder, Designer and CEO of Danish brand HELMSTEDT, channeled this in her most recent collection ‘EMOTIONS’: “With the ‘EMOTIONS’ collection I have tried to tell that despite difficult times, we must remember to take care of each other.”
Worn by the likes of Bella Hadid and Kendall Jenner, HELMSTEDT was born in Copenhagen in 2018, and is THE physical manifestation of whimsical creativity. The brand is best known for the hand-painted prints that adorn each piece, with styles that are made to be long-lasting and wearable for generations to come.
Throughout the ‘EMOTIONS’ collection, Emilie used universal symbols that are recognised by all: “I felt very drawn to the heart and made it as the main symbol of this collection. It is recognisable across borders and for many can be considered the symbol of love.” The heart is evident in the details and patterns, and can even be seen on the buttons which adorn the garments. Bright shades of cotton-candy pink dance across flattering silhouettes, and you can literally bag your emotions, along with your lipgloss and wallet, into the perfectly named ‘Corazon’ (‘heart’ in Spanish) bag – Love is a universal love language after all.
“Next to the heart, an essential part of this season’s universe is the carrier pigeon. I see the pigeon as a symbol for the carrier we all need: bringing us messages with warmth and comfort from far and near. The small letter it is carrying, is giving us the opportunity to express and communicate our experiences of both joy and fear in difficult times and reflect on them with people all over the globe,” describes Emilie. In addition to the pigeon, there is a print of Emilie’s hand-painted take on stamps. These prints, seem to me, as a reminder to keep in touch with those we love, whether they are near or far. While we might not be able to physically see one another, a thoughtful note goes a long way.
Pastel shorts and polo shirts are wardrobe must-haves and perfect for the current transition from spring to summer, and everything is loose and breathable, a nod to the comfortable and casual dressing of 2020. What I love the most about the collection is that despite the bold, bright prints, one can effortlessly mix the prints without creating a fashion-faux-pas. You can easily wear the same ‘Calma’ dress in ‘Dove’ (think wave-like ruffles in beautiful shades of blue and white) to a fancy brunch, as well as to a beach picnic. This also applies to all the other pieces in the collection – adaptability is a trademark of the HELMSTEDT brand.
In a world where overproduction, fast-fashion and excessive consumerism run rampant, HELMSTEDT’s collections are the perfect examples of thoughtful fashion that’s made to last. One more emotional experience to add to the list? Emilie Helmstedt was named on the Forbes 30 Under 30 Europe 2021 Art and Culture List, a list that highlights the talents and creatives of the year. Like her prints and fabrics, Emilie Helmstedt is making major waves in the fashion world, and we’re here for it!
Shop the ‘EMOTIONS’ collection online and at selected stores now.