Heliot Emil Spring 2024 - Paris Fashion Week

        

(Images:  Heliot Emil 2023)

So called artificial intelligence has proven to be one of the most overrated and hyped up driven technological hopefuls, secondly to when Crypto coins emerged in 2009.  Which, all and all is an elaborate financial conjob, where there is no traceable sourced 'asset' whilst selling itself as an unregulated confidence trick.  In other words, you buy a crypto coin at your own 'free market' risk, all the while some crypto exchange somewhere pockets the difference, usually in U.S. Dollars.  Until the SEC comes knocking.  The creative minds of Heliot Emil, being the young brand that it is, have apparently sourced AI to offer some clothing ideas for their future collections.  And apparently the outcome was hit and mostly miss, that required Julius Juul, Heliot Emil's creative director to sift through AI's ad hoc ideas for future styles.  With Juul offering this conclusion to his AI experiment:  "...it (AI) also came back with some very interesting things that if you looked into closely, can’t be created in reality: seams that there’d be no way to finish, or a part coming out of nowhere. That was a very interesting complexity to grasp; the machine doesn’t understand physics in the real world.”

With AI gimmicks aside, human ingenuity will always be front and centre, albeit more costly in an inflation driven world.  And yes, AI as a superfast database, may eradicate conceptual designers and copywriters, but not just yet.  In the meantime we may see laws past to limit its effect on some human industries.  At the end of the day the Fashion industry may never completely be taken over by AI, so we're safe for now.   And Heliot Emil's Avant-garde sleekness, is still firmly intact via Juul's creative nouse.

Juul's Spring 2024 collection is one of the largest Paris Fashion Week showings at 71 pieces, and as mentioned with my Fall 2023 review of Heliot Emil, there does seem to be influence via the Gsvalia brothers of Vetements and Balenciaga fame, where their collections can run into mammoth proportions.  Which is risky for a smaller independent fashion brand to engage in, by pushing up production costs whilst creating a vast lookbook of styles.  Juul's latest styles offer more of his Avant-garde element, which is still trying to find a balance between developing the brand's own direction and originality.  There are a lot of styles on show, that have already been imprinted by other Avant-garde and experimental fashion designers of the last Twenty years.  So, Heliot Emil as an emerging fashion brand, needs to work through their collections, in an effort to create distinct and original looks.

This has yet to be seen.  

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(A.Glass 2023)