Looks from hej hej’s A linen lovers guide to Shanghai collection. Images supplied.
The latest collection from hej hej is out now with the charming new range titled ‘A Linen Lover’s Guide to Shanghai’. As you would expect with that name, the collection is inspired by the vibrant Chinese city that stole the hearts of hej hej co-founders Alice Isles and Kiki Judd, the latter who currently lives in Shanghai.
It’s a fascinating place to start designing a collection with Alice and Kiki drawing inspiration from hej hej’s beginnings, as the duo tested their first linen samples in the city while enjoying noodles and seeing how their pieces held up in the sweltering heat. Shanghai is a bustling metropolis juxtaposing modern sleekness and old world delights which translates to a sophisticated yet playful collection.
“We are excited to be launching our first ever print inspired by our love of noodles”, says hej hej’s co-founder, Alice Isles. “We teamed up with artist, fellow noodle enthusiast, creative director and Boston turned Shanghai local, Stacey Wei.”
Noodle enthusiast may be a bit of an understatement, as Stacey is currently working on a Chinese Noodle Encyclopaedia, as both a platform for cultural understanding and an excuse to eat more noodles. The noodle print itself is a delight and works beautifully on hej hej’s favoured linen. The range features winsome hues of pink, watermelon, seafoam, indigo and cream on a range of easy to wear shirts, bias cut skirts, flared trousers, casual dresses and effortless tops.
The brand are planning to release their new collection at a series of popup stores this summer, “We wanted to break the regular retail mould by focusing on our online store with an emphasis on really great service, and connecting with our customers at pop-up shops around the country,” says Alice. “It means we can offer high quality pieces at affordable prices, but still give people the touch and feel experience.”