Irene Heldens

For fashion designer Irene Heldens, life demands to be enjoyed in full, vibrant colour. So when she first encountered Vlisco fabrics 10 years ago, they inspired her so much that she started her own clothing label.


Vlisco’s prints and colours provided the lively energy Irene was looking for to contrast the minimalistic tones that filled the Dutch fashion landscape. Today, she owns two designer boutiques and teaches at Academy Vogue fashion school in Amsterdam.


“At the time, it was quite an edgy move to start a label in The Netherlands using such colourful and bold prints,” reflects Irene. Though women were clearly fascinated by her vivid designs, they were too scared to wear them at first. Over time, hesitation turned into adoration, as women began to embrace her vision for expressive and colourful fashion.


“It’s great to see that being a Vlisco ambassador paid off,” she says. “Our world is becoming more colourful every day.”

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