An interview with Isabell Yalda Hellysaz
Swedish/Persian fashion designer Isabell Yalda Hellysaz has gone from strength to strength from showcasing her first collection at the London College of Fashion Press Runway Show to one of her pieces being worn by Lady Gaga. We speak to the rising fashion star as she discusses the essence of fashion, inspirations and how she felt when that certain singing superstar sported one of her designs.
What makes you want to pick up a pencil and start designing?
I have always been a creative person. Picking up the pencil is like setting free your creative mind. It is something I enjoy and find peaceful to do.
You say that fashion has become a tool for mass production and fast consumption, and that you want to concentrate on the essence of fashion which are fabrics, craftsmanship, and details. Why is this so important to you?
It’s important because it’s not taking place in the fast-moving industry. I really want to concentrate on those details as I feel today people are buying new clothing every day. It’s still important to have garments that you care for and that mean something. I hope people will soon enough start to appreciate those things just a little bit more.
Why do you feel that global issues should be interpreted through your designs?
I think a lot of people just close their eyes for those kinds of things and let it slip away. In the fashion industry, I think people can get carried away from the reality and it is important that they get reminded of what’s going on in the world.
Do you feel that fashion has a connection with the global issues around the world?
Yes I do, and I think with fashion you can express and address those issues in a more creative way.
How would you describe your typical customer?
I don’t think I have a typical customer. And I would hate to have to stereotype them. I can’t say that there is a typical girl! I think my designs are for everyone that feels confident to wear my designs.
Do you have any dream collaborations or favourite designers?
I have many favourite designers and fashion people that inspire me. It’s hard to pick one or two. There are a lot of talented people out there.
Your fall 2012 collection contained a lot of white. What was the inspiration behind this?
Well, the initial inspiration was the 60s and Pierre Courreges. Researching into his work inspired the complete white collection.
One of your pieces was worn by Lady Gaga. How did this make you feel?
It feels great! It shows that hard work pays off. I am still excited that she chose to wear it on her big announcement. It’s hard to make it as an independent designer in this industry, so for someone with a big public profile to wear your design is a great start.
What inspired the particular mask that Lady Gaga wore?
It was inspired by several things: the 60s, space age and the gas mask. Bringing them together is how the design process started.
What are your plans for the future of the brand?
Well, the ultimate plans are to keep on building up the brand and expand it globally. And most important, get the designs available for those who are interested in purchasing them.
Talicia Ramsey
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