One To Watch: HEIN JUEL

Hein juel collection  designer
Backstage, photo by Brett Lloyd

Today I'd like to introduce you to HEIN JUEL.
 I had the opportunity to meet the designer Juel Hyunjoo Chung and assisted on two of her lookbook shootings. That way I was able to see those stunning designs up close and more importantly got to know the creative master mind behind the designs..

Juel was born in Seoul, South Korea and first graduated in Classical Music Composition at the university of Seoul before moving to London. She then graduated from Central Saint Martin College in Fashion Design and worked for designers such as Alexander McQueen, Gareth Pugh and Isabelle Kristensen. Afterwards she moved to Italy with her husband and started her own fashion line called HEIN JUEL.

Hein juel collection

I love how she plays with volume, different proportions and fabrics and her design always feels edgy, contemporary and feminin. Juel connects art and fashion and she keeps surprising with every collection, while always sticking to her very own design aesthetic. HEIN JUEL has been featured in Vogue China, Elle Italy, Vanity Fair Italy, Elyte Magazine UK and many more.


Hein juel SS12 collection

Some of HEIN JUEL's S/S 12 design were used in a L'Oreal Campaign in 2012 and I think this collection, inspired by light shows a whole different side of her. Juel has also created really cool footwear and designed the uniforms of The Union Cycliste of Monaco, that's what I call an all-round talent!

Hein juel AW 11 collection
Photo : Christoph Ammann
Coordinator : John Merlino
Model : Tamara Maritz & Simone Winkler
Hair & Make up : Monika Maks
Assistent : Tina Langner
Location : Schweizerhof Hotel, Switzerland

I loved working with Juel on those two lookbook shootings, because she's not just super creative but also extremely nice and such a great person to be around. The shooting took all day and I was constantly busy with fitting the clothes, making sure the models were ready in time and most importantly helping Juel translate her vision into the pictures. 

HEIN JUEL is a name to remember, as it can only go up for this talented designer and her brand!
So what do you think of her designs?

Much love xxx

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