A fashion designer from Dunstable was lauded with a standing ovation after her first show at London Fashion Week.
Helen Woollams, 33, is the brains behind Hellavagirl, an avant-garde couture label that has made waves with an online boutique with ASOS since its launch in 2011.
On Sunday, February 22, Helen presented a capsule of six pieces of her summer 2015 collection to a packed audience of industry experts at London Fashion Week.
Helen said: “London Fashion Week booked the collection two weeks before the show. It brought my collection forward by two weeks, so it was sewing all hours and to be completely honest I didn’t think much about what was going to come out of it. I’d never done London Fashion Week before so didn’t know what to expect.”
“The reaction for the collection really threw me. Going in I was really nervous on the day. I had watched the 2 o’clock show and that made me even more nervous!”
Helen – who also works as a fashion lecturer at Central Beds College – found herself thrust into the limelight after she show.
She said: “I counted six or seven interviews, and spoke to so many other people there. They were just the nicest compliments ever. The reaction I got from people was that when the collection went down the catwalk they were taken really aback, which was the nicest compliment.
“I wanted that reaction. The thing with shows is it’s not about ready-to-wear garments, it’s about pushing the couture of the brand.
“I love playing with volume and we’ve been playing with a lot of historical shapes.”
Helen has already committed to a further runway show in London in September and will next be showing Hellavagirl’s collection at the couture range of Oxford Fashion Week on Friday March 6.
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