Heliot Emil

Heliot Emil is a luxury Ready-To-Wear collection designed and created by brothers Julius and Victor Juul. They are from Copenhagen, Denmark, and named the line after their great-grandfather. The brothers first showcased their collection in Milan during Spring/Summer 17. Heliot Emil tries not to dwell on a target audience, as the creators feel that most people hate being put into boxes and being told what to like and why they like it. They focus more on creating quality clothing that anyone can like. The prices are definitely on the higher side, but you are paying for uniqueness and incredible quality.

Heliot Emil primarily focuses on e-commerce and engaging in social media platforms to promote the brother's designs and products. While the designs can be found on the Heliot Emil website, shoppers can also purchase from higher-end retailers such as SSENSE, FarFetch, and Lyst. The emerging designers also utilize social media platforms for marketing and making sales through applications such as an Instagram shop.

Heloit Emil is notorious for reinterpreting simple pieces to create innovative looks. While the brand’s style can be described as minimalist, each design has an edge. The inspiration behind the designs comes from the brothers’ interest in abstract concepts -- producing the brand’s creative direction. While their designs come from a place of curiosity, the brothers recently incorporated artificial intelligence into the design process for the “Permanent Metamorphosis” collection. Heloit Emil is an innovative brand that blurs the lines between form and functionality. Therefore, we see great potential for the brand in the fashion industry.