1 March 2019

Hellavagirl AW19

Hellavagirl AW19

Hellavagirl is the avant-garde label of Helen Woollams, whose AW19 runway at Fashion Scout opened with an expressive performance layered with religious imagery - a dancer, adorned with a golden crown embellished in jewels and red roses, casts away her blue velvet cloak at the sound of chiming bells to expose her vulnerable figure; modesty barely granted by red jewelled nipple pasties shaped like the Christian cross.

Following then this curious introduction, the "Wolves In The Walls" collection advances confidently through the Vestibule of Freemasons Hall, flaunting Woollam's opulent designs. Glitter and sequins bring sparkle to rich colours, while structural silhouettes are decorated with feathers and flowers. The collection is a far cry from the familiarity - and perhaps mediocrity - of commercial fashion, but isn't that precisely the point of avant-garde design? With exaggerated forms and theatrical nature at the heart of Woollam's brand, Hellavagirl represents eccentric fashion and its finest.

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