In their Spring Summer 2023 Collection titled ‘Primal Substance’, HELIOT EMIL draws inspiration from Bill Viola’s art piece Martyrs Composite, the four prime elements of Water, Earth, Fire, and Air, and their effects on the human body for a sensory experience like no other.
Creative Director Julius Juul realizes this artistic concept, brings it to life and weaves it into their line’s utilitarian, futuristic, form and function, and monochromatic aesthetic, which the fashion house is widely known for. Focusing on nature’s interaction with the human body, and the cloth above the skin, HELIOT EMIL showcases the season’s collection with this relationship in mind. Juul integrates this vision into their pieces, providing them with additional functional features and details such as the inclusion of; heat-reactive fabrics, water resistance, seams inspired by the contour lines of the world, and inflating pieces in wind tunnels.
‘Primal Substance’ also features a concept collaboration with Alpinestars®, a prominent manufacturer of professional motorsport performance gear. The brand is named after the Alpine star flower which is known to be able to withstand the elements, referring back to the concept of the collection.
Adding olfaction to the overall sensory experience, HELIOT EMIL collaborated with Swedish-based fragrance house UNIFROM to create a new house fragrance named ‘DAWN 2.0’ using scents infused with notes of Maté, Sichuan Pepper, Cedarwood, and Cinnamon. This was packaged inside a specially made perfume bag.
Completing the affair, HELIOT EMIL also collaborated with sound and visual artist Lorem to create an artificial intelligence-generated audio track for the show.
On the backs of brothers Creative Director Julius Juul and Business Director Victor Juul, HELIOT EMIL was born in Milan during the Spring / Summer 17 season with form and function in mind. With experimentation as its driving principle, HELIOT EMIL will continue to traverse and expand the boundaries of what is possible, seeking the utility required by the garments of the future through curiosity, evolution, and creative expression.
