Hêlger Design – Ecouture

Slow fashion, micro fashion and clothes with personality

Hêlger Design is my personal brand, created out of a love for colours, shapes and the female form that the clothes are designed to flatter. Hêlger Design is also part of Ecouture Collective on Gråbrødretorv in Copenhagen.

My name is Johanne Helger and I have been working with sustainable fashion and slow fashion since 2003. My many years as a designer and costume designer in theatre and television have given me a special understanding of the body, proportions and movement.

For me, clothes shouldn’t just be beautiful to look at. They should be lovely to wear, allow room for the body and, ideally, become a wardrobe favourite for many years to come. In my designs, I combine aesthetics and function with a fit that feels natural and comfortable.

Micro fashion – clothing in small batches

I call my way of working ‘micro fashion’.

Instead of large collections and mass production, I create small collections, limited editions, pre-orders and one-offs. This means that at Hêlger, you’ll often find clothes of which only a very few pieces exist.

Micro fashion gives me the freedom to pursue an idea, fall in love with a particular material or create a design in just a few selected colours – without having to think in terms of thousands of pieces.

For me, it’s a more personal way of creating fashion. And hopefully also a more personal way of dressing.

Thoughtful slow fashion

Materials are a key part of my work. Wherever possible, I choose organic and more environmentally friendly fabrics, prioritising quality and durability. Sometimes a design begins with an idea. Other times, it is a particular material, a colour or a texture that sets the process in motion. What they all have in common is the desire to create clothes that are meant to last. My clothes are produced in workshops with decent working conditions and fair wages.

You can read more about materials, responsible production and view our CSR here.

A break with overproduction – and design in dialogue

For many years, the fashion industry has been producing far more clothing than we need. I’d rather create fewer items that people genuinely want and will actually use. That’s why I work with small-batch production and pre-orders. Some of the clothes are only produced once I know that there is actually someone who wants them.

At the same time, I invite my customers to be part of the process. On social media, I share ideas and new designs as they develop and ask for feedback on colours, styles and details. This allows me to listen, make adjustments and create in closer dialogue with the people who will be wearing the clothes. In this way, as a customer, you help to influence both what is produced and how much. Read more about Pre-order.

Part of the Ecouture Collective

Hêlger Design can be found at Ecouture Collective on Gråbrødretorv in Copenhagen, where my designs are showcased alongside those of other designers and craftspeople who, each in their own way, work with consideration for the environment, materials and resources.

We share a shop, experiences and ideas – whilst each of us retains our own unique style. For me, this gives me the freedom to develop my own brand whilst also enjoying the pleasure of being part of a creative community. See my designs at Ecouture

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