Dazed 100

Hi, Dazed! We would like to nominate our brand, HĔRACHA, based in London. Our latest project is the collection "Through the Skin 2.0," conceived as a project that challenges the conventional perception of clothing as merely a shell. We aimed to reveal the inner beauty of a person, their soulful qualities, and reflect these in the garments we created. As children, our mother would tell us a story that her grandmother once told her. It was about a Chuvash princess so beautiful that her bones, blood vessels, and veins could be seen through her skin. We found this to be a striking metaphor for the idea that true beauty lies within a person. In our work, we also strive to break down the barriers between traditional costume and fashion. We are consistently inspired by the Chuvash national costume and explore how we can incorporate traditional codes into the medium of fashion.