One of the biggest challenges I’ve noticed in fashion for creative directors and designer is reinventing themselves. Unless you use some crazy technology, it’s almost impossible to create a piece of clothing that doesn’t look like something that someone else already did a few or many years ago.

When I entered the Hasan Hejazi SS16 presentation space at the W Hotel during London Fashion Week 2015 in September, I had the feeling of old and new, future and past met to have a glass of cucumber-water in a foggy afternoon. I felt like being in 2015, it caught my attention with a stunning visual that had good music and projections of videos in a very intimate setting, with heart shaped gingerbread cookies – very Instagram friendly – and the perfect combination of something classic – that gorgeous, everlasting and ever so elegant 60s vibe – but also modern prints with hearts and metallic details that make it shine.

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I apologize if I’m too old school but I looked through most of the collections from London Fashion Week 2015 and this was by far one of the most consistent and marketable ones. It made sense to bring back the 60s. It made sense to use hearts because women need love and like playing it flirty and young. It made sens because the fabrics were very high quality and that, for me, makes the difference between mass market and up market.

Hasan Hejazi SS16 is the new classic and the new modern. Fashion is changing so so fast and yesterdays clothes are so old that the only way to always be stylish and fresh is to bring back the classic and keep it in your everyday wardrobe.

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About Hasan Jejazi:

Designer and director Hasan Hejazi started the brand in 2010 when his first graduate collection was stocked at Harrods catapulting the Manchester-born, half English, half Jordanian designer straight from the London College of Fashion into the global style league. The success of the brand continued with features in International publications such as Vogue, Grazia, Dazed and Harpers Bazaar and dressing celebrities such as Jourdan Dunn, Rita Ora, Kylie Minogue, Cheryl Fernandes-Versini.

This is the rest of the lookbook for his SS16 collection. Photography by Mark Cant.

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And the thing we have in common is the same muse and the only popstar and inspires me for a few a years now: Marina and The Diamonds. They did a collaboration for her 60s inspired era from a few years ago: Electra Heart.

Here’s his Instagram page!

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