Collection: SPRING SUMMER 2022

This an utopian backtracking to high school teen culture and youthful love affair.

 

HEURUEH took the identifiable reference of high school uniforms ,from cheer leaders to baseball team, breaking down the boundary of genders, only making the fashion interpretation with a much younger spin. The football jersey, the rugby polo, the silky boxy pajama shorts inspired by the teen boxing club. Every element was youthful and full of hormone .

 

On the contrast of the masculinity, the colour palate of Spring Summer 2021 collection is poetic and subtle ,with a pastel tone of icy sorbet range from mint , lavender, aqua , to rose water, as the romantic sweet colours go on, all the coolness and hardness of fall started to melt into another easier chapter. The idea was to start strong and let that unravel; in another word, this is sporty streetwear but executed in a womenswear atelier way. We wanted something gentle and delightful, fragile but strong. Sheer organza and knitwear played the main character, every look emanated a cool confidence.

 

From the past season, HEURUEH collection has gotten richer and more evocative. For This particular Spring Summer collection, silhouettes was purposely designed in relaxed fit, the flowing organza almost magnetically propelling away from the body rather than clinging to it. Depending on each individual perceives, the slightly oversized A line tops or jacket either evokes a remote chillness, as the layers are away from your body, or a delicate madness, as the clothes are scaffold around your arms. The best part about big, baggy,androgynous silhouette is the freeing connotation behind the theme. Enveloping clothing truly does look good on everyone. 

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