Tuesday 17 July 2012

marijehellwich strong debut at Amsterdam Fashion Week

There was loads of young talent during the 17th edition of Amsterdam Fashion Week. Marije Hellwich is one of these brave talents. It was her debut on the fashion week.
Together with Tony Marcus Sacharias she was part of the Fashion Week LAB show at AFW which promotes up and coming design talent. She showed a mixed, men and women's collection, based around the concept 'packed'. The collection consists of beautiful silhouettes, materials and details.

The collection ‘packed’ represents a reality where it seems like the identity of beings and things is taken over by covers while at the same time it displays and objectifies the content it holds. The show served as a preview to the diverse products marijehellwich will create in the near future.
It proved to be a unique opportunity to get some insight into her approach of collecting, connecting and creating.

Along with the show her concept book ‘packed’ was presented and handed out to visitors. This book portrays the authentic research method which is typical for marijehellwich.

Marije Hellwich (Ommen, 1984) graduated in 2010 from Gerrit Rietveld Academy, Amsterdam. Her graduate collection ‘Public/Private/Public’ was selected and shown during AFW’s LICHTING 2010.
She gained experience by interning and working for Maison Martin Margiela, Monique van Heist and Hussein Chalayan. With her label she aims to become a noteworthy  conceptual designer. Her strong debut on the Amsterdam Fashion Week is for sure a step in the right direction.

All images are by Peter Stigter


marijehellwich concept ‘packed’ 

By randomly collecting a lot of images through online search engines, a new reality was created. By packaging the body it is protected from the outside elements such as weather conditions, society circumstances, pollution challenges, bodily symptoms and safety issues. The identity of the person seems to be eliminated, however the body is also cherished when being concealed and presented. 

Conventional fashion related items are reformed from common to rare by layering and thus disguising and displaying. Furthermore ordinary materials generally used for packaging, like plastic, mesh, net curtain, foam and other transparent fabrics, strengthen the transformation from the everyday into the estranged.

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