Interview with designer Erin Laurel Hayhow

Interview with designer Erin Laurel Hayhow

Erin hello! Thank you for the opportunity to support your fashion show at Soho
House last week! It was amzing! Please tell us what sparked your interest in
waste free fashion?

Why did you choose Berlin for your Fashion Show? Do you think Berlin is good place for a fashion designer?

I have always loved berlin… I first moved to Berlin in 2012, and then spent the last few years back and forth from UK and Berlin. I call it neverland. The city of colour dust and dreams. The city of inbetween To me fashion is Art and Berlin is an artists playground. It is the greatest city to be creative and explore your own personal identity. Berlin is far more open than other city’s, and for an alternative fashion designer, it is a dream.

 How has your work evolved since you began your own label?

Although I always wanted to be a fashion designer, I studied my BA in fine art, there was a time when I lacked the self belief. At school I once sculpted a dress out of rubbish found in a bin, gross I know. My boyfriend taught me to screenprint and in 2015 when I moved back to Berlin I began printing my painterly motifs on second- hand garments and selling them at flea markets. I bought myself a sewing machine and taught myself to sew. fleamarkets became designer markets and I went from upcycling old garments to creating full collections. I reimagine waste materials into high-vibe couture pieces, that Design, sew and print myself. I sold my first collection at studio183 berlin. I am now studying my masters in fashion design, and I’m super excited about my new collection launching next year, where I will also be using innovative new materials like pineapple leather and bioplastic. Watch this space.

How do you want people to feel when wearing your clothes?

BE YOU ! I want people to feel empowered, to feel brave and feel like a work of art everyday!

What are you fascinated by at the moment and how does it feed into your work?

The three most important things about my brand, are sustainability, gender fluidity, and self empowerment. It is essential for the future of the planet for people to think more circularly. 300,000 tonnes of used clothing in the UK alone goes to landfill in the each year. I want people to Say NO to fast fashion and support independent designers who are reusing waste. As a young girl, I never really fitted in with the social norms that I was expected too. I didn’t want to wear crop tops, or ra ra skirts. I didn’t want that attention. I could see elegance in oversized shirts and the coolness off a pair of baggy jeans. boys look great in pink. From a young age I was cutting and painting on old garments I found in charity shops. This DIY, activist approach is still present in my work. Fashion should always be playful, it should be fun ! I see fashion as a form of artistry and self expression, everybody should have the freedom to be whoever they want to be, with no gender restrictions. That is why my brand is gender fluid.

What’s your motto?

Don’t be afraid to bloom in the dark

What advice would you give to young designers & PURPLEHAZE crowd?

Be brave, be fun, love and respect the planet, love each other, follow your dreams…. cos THEY WILL HAPPEN and never be afraid to be yourself.

The waste free fashion collective presents
a waste free conceptual catwalk
‘waste free fashion collective’
MUA 
Videographer @jess_dadds
Photography @katee_pm
these pictures were by Shauna Summers
Photography @shaunasummers_
HAIR 
Designer
EIRINNHAYHOW 
Models
Alex, Darcy, Kat, Hakan
Designer
SHANNEN SAMUEL 
Models
lea, tamara, angie 
@leafrauenversteher 
Designer
GLORIA JANE ROYER 
Models
luise, leah, lotte
Designer
DREAM SAFARI 
Models
jonah, christian, max 
@jjjonahp 
@christal.child 
Designer
RIDDHI MASRANI 
Models
Text by Irina Rusinovich

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