hej hej unveils ‘Linen to Live By’ collection

Designed to remind of the fun and frivolity of fashion, hej hej’s latest collection is light, luxurious and features the label’s signature

As the name suggests, linen is at the heart of the new collection, showcasing ideal fabric weights and textures which hold consistently in the right places.

Natural fibres and a carefully selected colour palette underline the lively, yet relaxed spirit of hej hej. 

hej hej’s new ‘Linen to Live By’ collectionaims toremind of the frivolity, happiness and fun of fashion. As light and luxurious as ever, the collection is complete with a signature hej hej wink and grin. 

 

Linen, and its intrinsic indulgence, creates the centrepiece of the brand, and thus, this collection. With its weekend weight, and texture that bows and holds in all the right places, linen is a light, yet luxurious fibre, perfect for sun-soaked Sunday afternoons, lazing in the backyard.  

 

 

Puffy and frilly are coupled with sleek and smooth, creating joyful juxtapositions crafted in periwinkle blue, marigold, strawberry red, deep navy and flecked white linen. Accented with embroidered daisies sprinkled across the pieces, hej hej encourages wearers to lean into the easy pleasure of this collection.  

These natural fibres and the carefully selected colour palette are key, as always, to the lively, yet relaxed spirit of hej hej.  

 

Designed with equal parts attitude and style, hej hej provides a punch of colour, unfiltered personality and living proof that luxury can be playful, and fashion can be effortless.  

 

hej hej’s founders say the label was born from a healthy obsession with linen. With its intrinsic indulgence, holiday weight and texture that bows and holds in all the right places, it not only looks stunning and feels terrific, but has a whole personality of its own.  

 

 

The ‘Linen to Live By’ collection is available at hej-hej.co and The BLOC Collective, 20 Normanby Road, Mount Eden. 

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