In this show, SCHUELLER DE WAAL embraces the imperfections that belong to being a small independent label – finding all sorts of improvised solutions to measure up to the enormous presentations of big fashion houses. By using all the cliché’s belonging to these out-of-proportion-and-budget shows, SC

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HUELLER DE WAAL’s tongue-in-cheek attitude towards the oversaturated fashion business reaches an all-time high.

‘Serious fashion...not so serious’ – The multi-disciplinary, non-linear and low-key show includes 60 looks that give a full immersion in the SDW universe. The spring-summer collection of 35 garments is presented by isolating every new piece in a single look. By taking the 60-look-show (which is an enormous amount for an independent fashion label) as a challenging starting point – the designers added materials and garments from their direct environment. It led to a refreshing design principle: a loose, spontaneous collage-like way of working.

WINNER DUTCH DESIGN AWARD FASHION 2018

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Typologies

Fashion, Artdirection

Industrie

Fashion, Luxury