Reykjavík Grapevine - 04.05.2012, Síða 36

Words
Ása Baldursdóttir
Photo
Nanna Dís Jónsdóttir
Hildur Björk yeoman is a Reykjavík-
based fashion designer and illus-
trator. We were taken by her show
at this year’s Reykjavík Fashion
Festival (RFF) where she created
a fantasy world from illustrative
works that were colourful, adven-
turous and playful. So we visited
her studio to learn a bit more.
HOW DID yOU LIKE THE RFF
THIS yEAR?
I loved my show. I had an amazing team
working with me, like choreographer
Sigga Soffía, singer Daníel Ágúst and
great models that brought my whole
illustrated world to life, with singing,
dancing and a great party atmosphere!
We wanted to show the audience
the fun side of fashion, and I believe
we accomplished that. Fashion is more
than just a product meant for mass
consumption, it’s is an art form and a
way of life.
Coco Chanel said it best: “Fashion
is not something that exists in dresses
only. Fashion is in the sky, in the street,
fashion has to do with ideas, the way
we live, what is happening.”
WOULD yOU DEFINE yOURSELF AS
A FASHION DESIGNER, THEN?
I have always considered myself to be
a visual poet. I create my own worlds
and stories. In addition to designing
clothes, I also design accessories and
create fashion illustrations ultimately
bringing forth my own creative world.
As a child I drew a lot, both clothes and
figures, without even realising what I
was creating. I created a whole concept
of a world with my drawings; I loved
fantasy from the beginning.
WHAT ABOUT yOUR CHILDHOOD,
WHAT INSPIRED yOU?
A lot of my work is inspired by things
from my childhood, such as movies,
stories and music. I started to be in-
spired by the concept of fashion quite
early, but didn’t of course understand
the meaning of it. Firstly I watched
music videos from the likes of George
Michael and Madonna. Then I watched
Fashion TV with Jeanne Beker on RÚV,
where I saw fashion shows from the
late ´80s and early ´90s where the su-
permodels walked the catwalk. I feel
like the models had a better chance of
embracing their characteristics at that
time, which I love.
As for creatives in the family that
inspired me, I would say they come
from my father’s side. My aunt Elsa and
her mother, my grandmother, are both
fashion divas that didn’t care about
classical behaviour if you can call it
that. Elsa has a free spirit; she has nev-
er hesitated singing and dancing on the
streets, which has been super inspiring
to a prude like myself.
WHAT CAN yOU TELL US ABOUT
yOUR DESIGN, WHERE CAN WE
FIND IT?
I make the clothing on special request
basis, usually for performers of some
sort or for people who can afford to
buy a one-of-a-kind piece. I’m not into
restricting myself to making clothing
that works for mass manufacturing. But
on the other hand I create prints and
illustrations for brands that are in the
manufacturing business. And you can
buy my accessories at kronkron.com
and at labouroflove.co.uk.
WHAT NExT?
My dream now is to move abroad to ex-
pand my horizon.
36
The Reykjavík Grapevine
Issue 5 — 2012
Fashion | Interview
At the Grill Market the seasons are in control of the menu
with all the freshest ingredients available - from the sea,
heaths, lakes, rivers and farms. In our cooking methods we go
for the origin of the ingredient and use fire, smoke, wood and
charcoal to achieve deep, rich, earthy flavors that we balance
out with freshness. The result is an unexpected cuisine where
Icelandic tradition and modern times come together.
Mon – Wed: 11:30-14:00, 17:00-22:30
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Snoop-Around is a photo/interview website that visits creative people at
their homes, work or studio spaces and brings you a unique view of their
lives. Visit them at www.snoop-around.com
Accessorised Fantasy Worlds
We Snoop Around at Hildur Yeoman’s
“I have always considered myself to be a visual
poet. I create my own worlds and stories. In
addition to designing clothes, I also design acces-
sories and create fashion illustrations ultimately
bringing forth my own creative world. ”
Trivia question answer from page 6:
It was the Spaniards! They spent 15.222 ISK on their family per person at the liquor store during their 2011 visit, according
to a MMR poll published in January 2012 by the Icelandic Tourist Board.