INTERVIEW #92 CORNELIA HELLEDAY

Name: Cornelia Helleday, Artist label: Helleday Arts

Based in: Umeå, Sweden

Occupation: Digital and visual communicator, photographer, project manager and creative consultant

Get inspired by: People around me/on IG, movies/series (set styling and clothing), going through unsorted things at flea markets and second hand - always inspired by a bit of odd and unexpected combinations of materials, structures and when things are placed in contexts where they're not expected. 

Instagram: @helledayarts

Why we love her: A true multicreative with tonnes of drive! Her relationship to clothes is so pure and inspiring to read about. And to not forget about the lovely pieces she creates. 

Tell us about yourself? 

I am a creative enthusiast with a thousand ideas coming and going all the time. Mostly about creating stuff from materials and things that in most others' eyes appear as ugly, unwanted, broken or trash. It triggers me to use it in a redesign, style it in a new and hopefully inspiring way or just place it in a different context than before. Creative experimenting is what my whole world is all about. Which is something my three-year-old and husband are well aware of.

What’s your relationship with clothes? 

A longtime, intimate and experimenting one. My whole childhood was all about testing, twisting and changing different styles, combinations and expressions. Clothes for me have always been about fashion, and fashion in itself is one of the greatest art forms since people quite literally live their lives in it. It has always been a way to challenge myself in creating new things with a limited wallet, wardrobe or piece of fabric - but with a limitless result.

 How would you describe your style in 3 words? 

Fun, experimental and oversize.

Any favorite items? 

It varies a lot, but right now an oversize shirt or blazer with a big collar and sleeves (almost always from the gents department at second hands or my husband's wardrobe) together with my suede kick pants, a chunky boot and a cozy overdimensioned hoodie for the cold days.

Where do you find inspiration? 

People around me/on IG, movies/series (set styling and clothing), going through unsorted things at flea markets and second hand - always inspired by a bit of odd and unexpected combinations of materials, structures and when things are placed in contexts where they're not expected. I love taking inspiration from interior design into my clothing and the other way around.

 Do you have a style icon, if yes, who? 

No one in particular, just a lot of different persons that I come across digitally or in person.

Favorite stores/brands to shop from? 

I shop a lot of second hand clothes that are without or to me have unknown labels, but I also love brands like Ganni, Rodebjer, selected items from Hope Stockholm, Stine Goya and Stand studio but prefer to shop them on preloved platforms.

What is a sustainable closet for you? 

To know what you like, feel comfortable in and make sure that your wardrobe contains just that, nothing more or less. And to be aware and honest about if you're into a timeless style that requires a few but carefully selected items, or if you enjoy mixing and changing a lot. None of them is more sustainable than the other, they just need different mindsets and approaches. The last one for example requires that you find your old clothes a new sustainable destination if you bring in new ones. But I think the best thing is when you can use the old ones in a new way, either redesigning it completely into a different garment (do it yourself or through a tailor/designer) or just with simple style adjustments. To me this is also the most inspiring and stimulating way.

What do you think about the fashion industry in general? 

I think the fashion industry has completely lost it when it comes to mass production and the amount of collections every year, unfortunately it has failed to keep up with the time we live in. I believe that there are a lot more people that are willing to change their consumer lifestyle than what you might expect. But right now it is too hard for each customer to sort out which brands, clothes and materials that's actually sustainable choices. Greenwashing is a real thing and one of the greatest issues in the fashion industry today. Actual change has to come from the brands that sell the clothes, through transparency but first and foremost figure out a different way of making a profit - since the whole system balance today requires that we shop a lot, often, get tired of what we have, always seeks new things and wears out what we already got as fast a possible. No wonder so many of us struggle with stress and anxiety.

What can one do that seeks to create a more sustainable closet? 

I would say to get to know what you actually like, and be honest about it, when it comes to specific items but also the styling part. When you know that you can start sorting out things that don't make you happy or comfortable, and make sure these things get a new sustainable destination that they deserve (like a friend's wardrobe, flea market or recycled properly - if broken). An important step is to change your mindset and natural impulse for when you need to shop something new, then think second hand first hand and work your way from there. Sometimes we need to buy new stuff, and that is okay, but to know that there's other ways and alternatives and do your best to choose them when you can, makes the whole difference. Inspire others with your choices and make it fun.