#Lookbook – For its AW19 collection, London-based womenswear brand HEW looked for inspiration within Asian culture. The brand took a fresh approach, however, aiming to celebrate its heritage but also challenge stereotypical associations and cliché perceptions of Asia, in particular, China.
Looking past the intricate embroidery and prints, HEW stripped back the decorative patterns so present in ancient Asian costumes and accessories. Instead, the brand focused on the garment’s structure and its craft via the process of deconstruction. That, infused with a colour palette taken from Sean Scully’s ‘Landline China 8’, resulting in a collection that fuses tradition with modernity and sophistication with simplicity.
For this collection I looked at my background and heritage. It was vital for me to express and explore my culture and build it into my collection. Asian culture and costumes have inspired many designers over the years. However, generally their focus has been on the outer appearance of the decorative patterns and details.