Inspired by a woman 'love for Clocks.
Today, I am sooo happy to share with you this new blog post.
Such a long time of silence I was so busy between road trips, meetings and editions. I now take a pause to tell you a story.
A love story with Rive Gauche, artists and clocks.
I think Hello Again title is matching well with the topic since the brand I am talking about is named HELAIN, aka HELLO AGAIN. Such a coincidence! (I am not sure I believe in coincidence! Haha!).
HELAIN is a Parisian brand, which transforms vintage clothing, here a LEVI’S 501, turning them as an artwork.
When Ruth Morelos contacted me to introduce me her ethical brand, I immediately fell in love with her South American accent, and most of all, with her purpose: to give a new life to vintage denim cloths and create artworks. We all know how much denim is bad for our environment and for the people producing them, that I thought “Wow great voice and great mission!”
We had then a lovely talk with Ruth, founder of HELAIN, about a very exclusive customization for the agency, and we concluded that it was such a great idea being based in Switzerland to represent on a 501 the Musée d’Orsay giant gilded clock located in the great Hall of the museum.
Little detail
Only few of you know that I had the chance to live Rue de Verneuil, two steps away from Musée d'Orsay. It was such a charming street, close to La Seine and its famous Quartier Latin. Left bank refers to famous artists, writers, philosophers, and it is always close to my heart when I travel to Paris, with Le Bon Marché and amazing renovated Lutetia Hotel.
The Clock.
France has a very long story with clocks, and any can visit some extraordinary artworks in Paris, Versailles, Rouen, Strasbourg… Some of the public clocks of Paris date back to the Middle Ages. Many more were placed in the 19th century, installed in church steeples, government buildings or railway stations (Orsay)… The main function of a public clock was simply to tell passers-by the time. Until the mid-20th century, many Parisians could not afford pocket watches.
Historically, Germans are generally regarded as the first people to make clocks small enought to be portable. Most historians credit Peter Henlein, a locksmith and clockmaker who lived in Nuremberg in the early 16th century, with making the first watch. His speciality was miniaturizing clocks so they could be worn as pendants or affixed to clothing.
Around the same time, Huguenots fleeing persecution in France bought their artistic savoir-faire to bear on the local watch trade in Geneva, gradually transforming the city into a craddle of high watchmaking.
According to experts, it will be very challenging to dethrone Switzerland nowadays, because of its ability to produce fine timepieces.
Ruth Morelos is a Mexican artist who grew up in a small Pacific town. The love for nature, art and fashion led her to create her own brand Helain. By wearing this 501XHelain, I realized how much we are helping to upcycle vintage denim, and to create a world full of color where we combine beauty, art, and recycling. Each piece is handcrafted, handmade, while the canvas is a vintage garment, so you carry art and a lot of passion, wearing it.
Helain and we.theagency have in common a love for art and designers, and for our planet earth, and always with elegance, with attitude. Aesthetic is driving us.
The paint Ruth is using is not toxic, to health or the planet. All the packagings are made in France, and recycled. All the partners are based in France to reduce environmental impacts and preserve know-how and jobs.
Huge thanks to Ruth Morelos, and Helain team. Feel free to follow us on instagram to get more pictures and stories.
Helain ig is @helain_ok
Photos: @wepopup
Text by Réjane Salaün
Text by Réjane Salaün
We.theagency worked on 3 looks: gyspy, peace & love, and a more formal attire with the white loose shirt.
