Dion Lee, the renowned designer, embarks on a new chapter with the launch of Haelo, a brand reflecting his journey of creative rebirth and strategic partnerships.
Reimagining Design: Dion Lee's Return with Haelo
A New Beginning: From Setback to Rebirth
In May 2024, the fashion world was surprised by the news of Dion Lee's label entering voluntary administration in Australia. Despite a strong customer base in the United States and global expansion efforts, including store openings in Miami and plans for a New York flagship, and a successful Fall 2024 collection showing in Shanghai, the business faced internal challenges. However, just eighteen months later, Lee unveils his latest endeavor, Haelo, marking a significant return to the design landscape.
The Genesis of Haelo: A Fresh Perspective
Dion Lee introduces Haelo, a new venture operating under his artistic direction. This launch follows a transformative period for the designer, which included relocating from New York to Paris, seeing his previous brand acquired by Revolve (which is also backing Haelo alongside Fwrd), and reaching his 40th birthday. Lee, who has largely remained private about the challenges faced by his previous fifteen-year-old brand, expresses excitement about conceptualizing a new label from the ground up, embracing a fresh outlook on identity, product, and communication strategies.
Embracing a New Identity: Beyond the Personal Name
The creation of Haelo offered Lee a unique opportunity to construct something distinct from his personal identity. He describes this as a welcome departure from his past experience, where his personal identity was deeply intertwined with his work. While acknowledging that his inherent design sensibility remains consistent, characterized by a clean and sharp aesthetic, Haelo allows for the exploration of softer textures and silhouettes. This project served as an exercise in pushing creative boundaries while still honoring his core design principles.
Symbolism and Aesthetics: The 'Afterlife' of a Brand
The name Haelo, evoking the imagery of a halo, weaves angelic and gothic motifs into the brand's aesthetic. Lee finds joy in playing with the concept of 'afterlife' and 'resurrection' for his brand, symbolizing a fresh start and a return to vitality. The collection showcases elements reminiscent of his signature style, such as cutouts, sheer fabrics, and strategic slits, but also introduces softer materials like draped silks and intricate lace, indicating an evolution in his design approach and a forward-looking vision for the future of Dion Lee's aesthetic.
Future Horizons: Balancing New Ventures and Personal Vision
Lee reveals that he is also contemplating the future of a separate Dion Lee label, viewing it as a long-term exploration. He values the prospect of managing both brands, as their contrasting styles offer diverse creative outlets. He envisions his eponymous brand maturing and aligning more closely with his personal identity. Haelo's launch has already created buzz, with artists like Blackpink's Lisa spotted in Haelo ensembles. Lee is also directing a music video for an undisclosed artist, further expanding Haelo's presence in the cultural sphere. While he appreciates the creative freedom of exploring new mediums, he acknowledges a fondness for the runway, reflecting on the invaluable period of introspection that has informed his current direction. Haelo's collection will be available online and exclusively through Revolve and Fwrd, with prices ranging from $200 for tops and simpler dresses to under $1,000 for more complex pieces like leather jackets and elaborate dresses.
