Accessorised Fantasy Worlds

We Snoop Around at Hildur Yeoman’s
15.5.2012
Words by Ása Baldursdóttir
Hildur Björk Yeoman is a Reykjavík-based fashion designer and illustrator. We were taken by her show at this year’s Reykjavík Fashion Festival (RFF) where she created a fantasy world from illustrative works that were colourful, adventurous and playful. So we visited her studio to learn a bit more.

How did you like the RFF 
this year?
I loved my show. I had an amazing team working with me, like choreographer Sigga Soffía, singer Daníel Ágúst and great models that brought my whole illustrated world to life, with singing, dancing and a great party atmosphere!

We wanted to show the audience the fun side of fashion, and I believe we accomplished that. Fashion is more than just a product meant for mass consumption, it’s is an art form and a way of life.

Coco Chanel said it best: “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”

Would you define yourself as a fashion designer, then?
I have always considered myself to be a visual poet. I create my own worlds and stories. In addition to designing clothes, I also design accessories and create fashion illustrations ultimately bringing forth my own creative world. As a child I drew a lot, both clothes and figures, without even realising what I was creating. I created a whole concept of a world with my drawings; I loved fantasy from the beginning.

What about your childhood, what inspired you?
A lot of my work is inspired by things from my childhood, such as movies, stories and music. I started to be inspired by the concept of fashion quite early, but didn’t of course understand the meaning of it. Firstly I watched music videos from the likes of George Michael and Madonna. Then I watched Fashion TV with Jeanne Beker on RÚV, where I saw fashion shows from the late ´80s and early ´90s where the supermodels walked the catwalk. I feel like the models had a better chance of embracing their characteristics at that time, which I love.
As for creatives in the family that inspired me, I would say they come from my father’s side. My aunt Elsa and her mother, my grandmother, are both fashion divas that didn’t care about classical behaviour if you can call it that. Elsa has a free spirit; she has never hesitated singing and dancing on the streets, which has been super inspiring to a prude like myself.

What can you tell us about your design, where can we find it?
I make the clothing on special request basis, usually for performers of some sort or for people who can afford to buy a one-of-a-kind piece. I’m not into restricting myself to making clothing that works for mass manufacturing. But on the other hand I create prints and illustrations for brands that are in the manufacturing business. And you can buy my accessories at kronkron.com and at labouroflove.co.uk.

What next?
My dream now is to move abroad to expand my horizon.
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