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THE DESIGNER CHAT: STUDIO HEIJNE

wendy-staand_kopia
Wendy Heijne

 

Wendy Heijne’s style is all about colorful clothes with geometrical forms. For this season she’s inspired by Himla Klint’s abstract paintings and Sonia Delaunay’s painted textiles.

Describe your design in three words.
“Feminine. Graphic and colourful.”

What’s your style philosophy?
“I design for contemporary women who have a busy lifestyle and surround themselves with personality, creativity and quality. She has a cool style and wears her dresses with elegant confidence. She knows what she wants and refuses to compromise. This modern woman is not afraid to express herself by wearing colour or outstanding pieces. The ideal wardrobe for her is a mix of ‘entrance pieces’. I love the idea of mixing them, styling these pieces together and dressing for the mood and the schedule of the day.”

Is there a symbol that would represent you?
“The female symbol. I am a true feminist and believe in the huge potential of women. I have been working with amazing women before at H&M, a company that exists out of 70% women and I meet talented women almost daily. Unfortunately, I also see that woman are underestimating themselves and sometimes play down their performances. I believe that you can have a feminine style and do things in your own way, not compromising and adjusting to standards set by men.”

Where did the initial concept for your brand come from?
“The concept focuses on a trend already seen in other industries – the ability to customize products according to your own taste. In a modern society where women are well aware of trends and style, it amazes me that customers are not offered opportunities to interact with the designer and cannot exert a personal influence over the design of the garment. I want to change that!”

What’s your label’s signature pieces?
“Feminine dresses cut with geometrical forms in different colours. I aim for the perfect balance between the soft female curves and the straight lines. For example, our bodycon dress named Work (it) all Day with diagonal colour blocking in black and powder pink.”

Going forward, what direction will the brand take?
“First we have to find our customers and start interacting with them. My ambition for the future is to continue developing our “Customise” concept and start integrating new technologies (3D-printing / laser cutting) directly into the creation and production process. I would like Studio Heijne to be known as a high tech company making beautiful fashion.”

Who would you invite to your dream dinner party?
“Barack Obama, Kate Bush, Roksanda Ilincic, Beyonce and Hilary Clinton.”

Which words or phrases do you most overuse?
“Kanske: The Swedish word for maybe, I use it even if I know I am sure.”

If you could edit your past, what would you change?
“I might have quit my job at H&M earlier and start to work at more high end companies, too learn about how they relate to quality and be part of their design process.”

If you could go back in time, where would you go?
“I am not a nostalgic person; I love thinking about the future! But the aesthetics of the roaring twenties appeal to me and I would definitely like to meet ground breaking female artist Sonia Delaunay and brilliant fashion designer Elsa Schiaparelli, among others.”

 

See Studio Heijne’s collection SS17 here.