Fashion

9.17.2012

OSTWALD HELGASON SS13, VALLEY OF THE DOLLS

Ostwald Helgason’s presentation at MADE Fashion week was an example of simplicity. Based on 50s socialites, the colors were blocked and bright while the cut and silhouette prim. Homing in one of the design details, animals drawn in the spirit of Picasso, a theme that is both cubist and contemporary, were on T-shirts made from high-end fabrics. Ostwald Helgason often uses a neoprene-esque material to add surface texture and shape, making the clothing comfortable, durable and ready to be worn out the door.

“We use simple A-line shapes with crazy beautiful fabrics,” said Ingvar Helgason, co-designer. “Strong, simple shapes—that’s kind of what we do. It’s all mixed up with collars to frame everything nicely, make the florals a bit preppier than they would be.”

It was a very conceptual line, but at the same time very fun and down to earth.

“My partner was drawing things for days and laughing out loud because she enjoyed herself that much,” he added, explaining how they created the images. Their merriment translates through the images, making garments that are both sincere and enjoyable to wear.

Photography by Amanda Hakan, Masha Maltsava, and BFAnyc

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