#heurueh

Interview by: Cindy Wang of whenindoubtblog.com

NEW YORK - Fashion possesses different meanings to different people. To some it is an art, a religion, or simply a job that pays the bills. To me, it is the sometimes-expensive-but-most-of-the-time-underappreciated freedom to creatively express my personality and uniqueness. To Afaf Seyam and Jefferson Ellison, the dynamic duo behind Heurueh, a recently launched faux fur brand, fashion is “a lifestyle, a mirror of our generation.”

Backed by The Ruyi Group, a leading textile conglomerate based in China, Heurueh is anything but traditional. Its first runway collection - featuring faux-fur outerwear, layering pieces and accessories - is set to debut in February 2016. The idea behind the brand, furthermore, embodies the essence of today’s generation’s constant quest to seek and celebrate individuality through diversity and transparency.

“Here you have two young minorities in fashion working to build something for a corporation headquartered in Asia,” said Jefferson, Heurueh’s PR and Fashion Director, “we talk to people across all ages, genders, and races every single day, and that sharing of our personal experiences is what inspires us.”

Having bonded over custom leather pants (Afaf did Jefferson’s pant measurements, to be exact), these two college best friends from North Carolina may have vastly different backgrounds, but both hold one common motivator – to find their own voice through fashion. Afaf, the daughter of a family with deep textile expertise, and Jefferson, who began his freelance styling journey at 16, have the industry knowledge and can-do attitude unlike most other young 20-year-olds. That is how they found a perfect match in Heurueh.

“We know what today’s fashion is, and because our company is vertically integrated, we can get things done much faster and better than others,” said the pair. “Being close to the production source allows us to satisfy retailers’ needs easier but also provide a lot more creative freedom and options to celebrities, stylists and editors.”

Options like a neon pink fur skirt? “Heurueh pieces can be trendy, either for that one particular Instagram photo or I can make them work season after season because the integrity and quality hold up,” smiled Afaf, the Designer behind Heurueh & Creative Director for The Ruyi Group. “We strive for subtle statement pieces at contemporary price points for all consumer groups to feel comfortable in, whether they be someone who regularly shops at Bergdorf or H&M.”

Afaf continued, “A typical Heurueh girl is always busy but knows exactly what she wants. She has taste in a specific style, likes to be noticed but doesn’t want her look to overpower her mind. I can see her going into Zara to purchase something, then to Saks Fifth Avenue next because she understands how to go after luxury items in a controlled, responsible way.”

“I also like the idea of there being a dichotomy,” Jefferson added. “Pieces can be worn in really interesting ways depending on who you are and how you want to wear them. For example, a fur coat from our Pre-Fall 2016 collection is paired with silk pajama pants and a bra in the lookbook, but someone 20 years older would probably wear that with a pant suit.”

So will there be a neon pink fur skirt in the collection after all? I was lucky enough to get a glimpse – While I can confirm that there is no neon pink, there are plenty remnants of colors and textures pulled from Afaf’s travel to Iceland and Jefferson’s trip to Shanghai.

“Right now Heurueh may be inspired by our travels, but ultimately our vision is for it to be a lifestyle brand that touches on all aspects of someone’s life,” said Afaf. “Heurueh will be a reflection of our generation. We want it to grow as we mature, and we want people to associate quality with its name.”

Top image - Shoes: Jessica Simpson, Fur vest: Heurueh

Sequin skirt suit: Pink Sheep Heiress. Fur hat and scarf: Heurueh

A modern approach to “His & Hers”, the editorial boasts the presence of “Fur Sisters”. Fur (in the traditional sense) as the editorial features great faux fur piece by soon-to-be launching brand, Heurueh. 

Fur caplet and jacket: Heurueh. Shirt: Hanna Kristina Metz. Red shirt, red trouser and neoprene trouser: Pink Sheep Heiress. Shoes: stylist own

However is it also a cheeky flashback to the 70’s slang term for female genitalia. While the term “sister” has been applied to both blood relatives and close girlfriends, it also refers back to a time when lesbians and gay men would use the term “brothers” and ”sisters” to those they were in a relationship and to those in the LGBT community.

Shirt, vest, and pants: Pink Sheep Heiress. Fur Stole: Heurueh