The Helen Kelen brand uses the concept of stratification as a basis in the design of the fashion collection for 2022. Stratification is defined as the act of sorting data, people or objects into different groups or layers, and in the creation of the collection, layering is manifested through the upcycling technique – elements of streetwear and sportswear, but also styles and genres of electronic dance music – have been reshaped into a fashionable language. Layering is also reflected in the method of construction (cuts, folds, interweaving of geometric and inorganic forms) in order to create a unique whole and a unique item of clothing, thereby emphasizing the strong individualization of the wearer. By intertwining, collaging and structuring fabric remnants that are classified as textile waste, as well as by deconstructing an existing garment that is no longer in use, completely new ones are created. Individual elements of the construction of one item of clothing are multiplied, and then transferred and exchanged in others. Collage also integrates different styles of electronic dance music into the brand’s visual identity.
Helen Kelen is a graduate textile and fashion designer who launched her brand in early 2020. In her work, she uses discarded textiles from the factories and second hand clothes to prolong the lifespan by adding new value to it, so that it don’t end up in the landfills. The brand offers new interesting solutions by combining leftover fabrics from textile production in order to create a different and unique garment. The designer draws inspiration mostly from electronic music and rave culture, and offers a fresh, hybrid aesthetic of clothing based on organic and sustainable production. She describes her work as – techno upcycling.