marije hellwich (ommen, 1984) graduated in 2010 from gerrit rietveld academy, amsterdam. her graduate collection ‘public/private/public’ was selected and shown during amsterdam fashion week’s LICHTING 10 (sponsored by g-star), this show presents the best fashion design graduate students each year. with her track record of interning and working for maison martin margiela (FR), monique van heist (NL) and hussein chalayan (UK) she is on the right path to become a noteworthy conceptual designer. - the label distinguishes itself by immersing into the research at hand, this mainly being the ‘psychology of fashion in/and society’. as marije hellwich is constantly fascinated by social standards she wants to share this unique point of view with the public through the items which stem directly from her research. by using multidisciplinary techniques she develops her viewpoint further concerning subcultures and minorities in society and fashion.