Hemsley London: Luxury UK streetwear at Tranoï Homme June 2022
Jayne Hemsley is showing “BARE BREEZE – AIR THEM’ at Tranoï Homme in June 2022, inspired by the designer’s experience with the pandemic. The collection reflects the need to cultivate a personal space for self-development, recognising that what is right does not always conform to the majority. It builds on Hemsley’s previous collection Don’t Be A Passenger that draws inspiration from the world of aviation and female pioneers, who defied gravity and societal oppressions.
The latest Hemsley London collection draws inspiration from the world of aviation and female pioneers, who defied gravity and societal oppressions. Amelia Earhart, Ethel Dare, Harriet Quimby and, crucially, Bessie Coleman, serve as muses for the eight, genderless looks, while Coleman’s “Air Is The Only Place Free From Prejudice” acts as the collection’s official motto.
If you’re looking for the line between the collection and the designer’s firm political stance, don’t. The two are inextricably interconnected with the collection seeking to transform the next generation into the “Free Flyer Freedom Fighters” of tomorrow.
Inspired by the designer’s experience with the pandemic. The collection reflects the need to cultivate a personal space for self-development, recognising that what is right does not always conform to the majority.
“I am interested in the idea of flotation and fucking with gravity,” says Hemsley. “I’ve always been mystified by the concept of flying, but ultimately the strength, determination and dedication with which these women fought for their passion and rejected gravity compelled me to design a collection to express the feeling of freedom and empowerment, especially in light of the current political reality in Britain.”
Bare Breeze – Air Them is about finding the strength to stand alone against the grain.
Sustainability and innovation from Hemsley London
Hemsley London does not believe in fast fashion or the obsolescence of working according to seasonal trends. Environmentally we are very conscious. The brand works by supply and demand, reducing excess stock and produce on a collection rather than a calendar dominated basis. Operating on a circular business model, working with strict lay plans and costings to ensure the brand works closely to zero waste. Following ethical design principles, fabrics and collections are trans-seasonal streetwear, accessible to all genders, giving high versatility and prolonged wear of each piece, extending the product life. Hemsley London has transparency on all of our supply chain whom it has worked closely with for many years.
All of its clothing up until now has been produced in London, with the brand working with local diverse factories from Turkish, Polish and Bangladeshi backgrounds, who lend skills to clothing from their own cultural traditions. From starting in the industry over 12 years ago, the brand has worked closely together, and built close, mutually supportive relationships and become more like family.
As the brand is growing internationally with Accra and Lagos its joint biggest following, Hemsley London is actively looking to set up its own productions at a local cost within these cities, rather than exporting. This in turn will give back to the people that are supporting the brand and making the product more accessible as all the costs and therefore pricing will be relative to the environment, not the exported UK price. The carbon footprint will also be dramatically reduced and the brand will be supporting the local community where the clothes are being purchased.
Follow @hemsleylondon on Instagram and TikTok and visit www.hemsleylondon.com
Discover the full list of UK brands showing in Paris in June 2022 here.