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Anne-Valerie-Hash-Backstage-Interview-Creative-Mapping

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Anne Valerie Hash, Fashion through a Union of Technology

Enter into the world of French prêt-à-porter and Haute Couture designer Anne-Valerie Hash: a world striated between the old and the new; where bygone graces come together with the contemporary edge of today’s modern woman. Hash’s label AVH is a celebration of contradictions through a union of technology with tradition and deconstructed, masculine cuts with feminine silhouettes. Anne Valerie Hash’s training is grounded in the aesthetics of Couture, having studied fashion design at the École de la Chambre Syndicale de la Couture Parisienne before moving on to work at some of the most renowned fashion houses such as Chanel, Dior, Lacroix, Chloé, and Nina Ricci. It was this quote by Jean Cocteau that served as the inspiration for Anne Valérie Hash’s spring/summer 2014 collection in which speed, movement, and modern sportswear-crossed-couture designs bring to life her “vision of a woman projected into an accelerated present.” For her latest collection, Anne Valerie Hash’s fascination with modernity and technology is brought to the forefront; staging a stark contrast between her creations and the stunning baroque interior of her gold leaf mirrored showroom. She works with iridescent shades and high-tech, retro-reflective fabrics cut into feminine shapes tastefully set against her structured designs. Anne Valerie Hash lures us into a seductive and edgy universe in which the modern woman can comfortably inhabit the androgynous space between the feminine and masculine. She renders a reality her fantasy of what is to come. Anne Valérie Hash incites a movement toward the future of fashion, a high-tech future that is none-the-less strongly bound in her passion for the timeless elegance and grace of fashion’s origins.

Anne Valerie Hash - “Beauty soon fades slowly”

CM: Tell us about your inspiration?
I wanted to mix two women. The old woman–the old-style–woman like I am. I love lace, I love romance, but I love also modernity, which is why I use sporty fabric. What you have to see is that when you take a picture, it’s reflecting fabric. That is what is really important for us to make you understand: that this fabric is talking to us, and I wanted to show how all the collections start. I fully know with the fabric.

CM: What made you think of this inspiration?
When I saw it I was a little bit afraid. I said okay, I have to work on it because it is a really technical one, and I have to really work on a technical side but with a couture placement. That’s how it works.

CM: What is you favourite piece?
I think this t-shirt is good or this one. Why? Because in fact to be honest, you wear it with a jean it’s okay and still the same if you flash it with a mobile phone, you see? Same. You have your line. And I think it’s very modern.

CM: So it reacts to the light? In the dark, it’s not going to glow?
Depending. During the day, if there is sun, it is also reflecting.

CM: Is the idea behind this that any woman can become a catwalk model when they wear your clothes?
It means that we want to also work on new technology. Because we need new technology also to prove that fashion is a movement.