As the first model entered the runway in Freemason’s Hall this morning to present Hellavagirl’s AW17 collection, audiences were gasping. A majestic dress, drenched in gold sequins and styled with a humongous, black flower headpiece, perfectly illustrated what designer Helen Woollam and her brand stand for. 

After 15 years of experience in design and fine art, London College of Fashion alumni Helen Woollams founded Hellavagirl in 2011. With her innovative, creative and unique take on fairy tale like avant garde dresses, the designer was awarded the title 'Britain’s Top Designer' in 2016. The garments are designed with the mantra “inspire the wearer and intrigue the beholder” in mind, meaning it’s not unusual to find models dancing around the design studio, to see how the pieces work and move.

Creating under the motto “The Last Dawn on Mars”, Helen Woollams added a dark twist to her fairy tale couture this season. Large mesh infused sequin dresses with magnificent ruffles encapsulated the high-spirited nature of the brand’s flirtatious aesthetic. Enormous black flower headpieces adorned most garments and made Hellavagirl’s Autumn/Winter collection truly original. 

The theme found its climax in the final look. Five black flowers complimented a sparkling silk dress, concealing the model’s face from the lights of the Gallery. The show came to a close whilst cameras flashed, desperate to capture the last glimpse of an astonishingly powerful finale. 

Words by Gianluca Schappei

Photography by Tiffany Lin