Elena Velez Spring 2025 ready to wear runway, fashion show & collection review. On an all-gendered cast, she showed strong leathers, rock n' roll dresses, twisted tailoring and workwear with her signature corsetry details.
After ruffling some feathers last season with a wigged and costumed literary salon reconsidering racist heroine of the Confederate South Scarlett O’Hara as a proto-feminist, designer“I’m trying to work in a message that is more galvanizing and aspirational and consolidating than disparate and divisive,” she said during a preview at her newstudio, admitting she got dragged a lot for the last show. “People think that the brand is very hostile and very aggressive, but I don’t really relate to that.
Cue this season’s aspirational, universal female icons, icons of the people — Joan of Arc, Marianne from “Liberty Leading the People,” Lady Columbia and the Statue of Liberty. These were light references alongside kitschy pop culture figures like the pageant queen, cheerleader and western saloon characters, that played out on the runway in cowboy hats, tiaras and sashes.
The New York designer, who originally hails from Milwaukee, Wis., recently accepted a global sales deal with the Vald Agency showroom that represents Henrik Vibskov and, among others. “They have a clientele that’s familiar with the theatricality that we bring,” said Velez, who is currently selling to Browns, Farfetch, Ssense and H. Lorenzo, among others.
She’s also looking for collaboration opportunities. Uggs made the cool, chunky heeled tall sheepskin boots for the runway show, but there is not an official collection in the works yet. Velez is also interested in Dickies and Carhartt, which have a big presence in the Midwest, the spiritual center of her brand.
In the meantime, Velez, who has been outspoken about the financial challenges of being an emerging designer and critical of the snobbishness of the fashion industry, is working on her diplomatic sensibilities — to a point. “This is a punk brand. It is loud. It is accommodating to all sorts of people from all sorts of different creative cultural perspectives. And I like that about us. It’s not for everyone, and that’s OK.
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