BLOWING AGAINST THE FASHION STATE: SCHUELLER DE WAAL SS2017 – Text by Marcelo Horacio Maquieira Piriz

ELLE VERHAGEN - stylist and photographer
ELLE VERHAGEN – stylist and photographer

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Dear Shaded Viewers & Diane,

Legally blond, legally odd, legally artistic, or legally SCHUELLER DE WAAL(SDW) – their innate ‘controlled creativity’ has turned into the perfect coup d’état. The entertaining duo behind Schueller de Waal, Philipp Schueller and Rens de Waal, are by know no means in a rush to define their vision right now. They manage to undress women and then dress them up over and over again, portraying an awkwardness hidden in each female.

Legally Blonde’s Elle Woods (Reese Witherspoon, who played as a fashion merchandizer) came to mind: those plants, paintings and posters, oh lord! But it seems for this S/S17 she is sheltering inside the designers’ common trait: FUN! I am sure if Elle Woods lived near their studio – a studio with an endless flow of creativity – we would see her behind the scenes of SDW. They are familiar enough with the moving image after all, having just collaborated with Dutch-Serbian choreographer Jelena Kostić on a new movie directed by Leen Michiels premiering on December 16th(Act! Cut! Play!).

The cast for their work is replete with talented women, with photographer Elle Verhagen as model, also Aminanta (model & journalist), Sonja (model) and Yokaw (maitre du maquillage) with a touch of class.  It’s a summer wardrobe that promises adequate style in times of viral choices. And there will be more options coming to complete the design circle, for their next project the designers will extend on the collection by adding a new group of products (pants are rumoured for sure) and giving their clients the chance to finally play by combining them all.

Their S/S17 ‘Squid Silhouette’ is for that troublesome female who attempts to win back her ex-boyfriend by wearing SDW. The garments guarantee her success, but she will have troubles in the end. There’s no doubt her boyfriend will try to borrow from her my favourite piece – the green jacket-outerwear-parka. “That’s the way (They like it!)”.

Photography: Lonneke van der Palen.

Styling: Mary-Lou Berkulin.

Make-up: Yokaw Pat.

Hair: Floor Kleyne & Marsha Calori.

SCHUELLER DE WAAL.

Best,

MHM.

AMINANTA MINTE - journalist & model
AMINANTA MINTE – journalist & model
SONJA BAKKER - housemodel
SONJA BAKKER – model
Yokaw Pat - make-up artist
Yokaw Pat – make-up artist
Annika - model
Annika – model
CHERYL SCHURGERS - ARTIST
CHERYL SCHURGERS – ARTIST
VALERIYA SHAE - IT-nerd
VALERIYA SHAE – IT-nerd
PETRA PETROVSKY photographer
PETRA PETROVSKY – photographer
Aafke Kloppenburg - musician
Aafke Kloppenburg – musician
KATINKA VAN GORKUM - artist
KATINKA VAN GORKUM – artist

 

 

Marcelo Horacio Maquieira Piriz

Designer Consultancy | Retail Development | Media Relations | Buying Adviser