Heliot Emil is on fire

Literally, Heliot Emil(@heliot_emil) is on fire this season. In a totally industrial, concrete-based space, a model in a flame-covered suit walks down the catwalk.

36 photos

Julius Juul continues to experiment with fabrics. If in the previous SS23  show  ‘Primal Substance’, the brand surprised with heat-reactive and totally waterproof fabrics, this FW23 takes textile innovation to the maximum. The result: a fireproof suit that has grabbed all the headlines of Fashion Week.

Heliot Emil’s dystopia is still in its usual colors: black, gray and metallics. As if the dystopia was not perceived enough with the wardrobe, the Juul brothers decided to have a robot mascot to welcome the show guests.

It’s true that this season we haven’t seen anything we didn’t know or didn’t know about Heliot Emil. However, if we look a little closer we see that the obsession to elaborate a convertible or multifunctional closet has become a real milestone. The zippers of the garments, being very numerous, are all fully functional. Buttons serve the same purpose, that of creating multiple forms of a single garment.

In an industry where one can hardly be surprised anymore by the number of proposals on the table, brands seek at all costs to attract the attention of the global public. How to do it? Create a viral moment, but the idea has to be brilliant. Even if they have not managed to surpass in virality the spray-dress moment worn by Bella Hadid at Coperni, Heliot Emil’s fireproof suit has become one of the moments of this fashion week.

And you, would you wear a flaming garment?