Hélas Digs Into the ‘80s Digital Revolution for Summer 2024
Crafted with a playful, retro aesthetic.
With warmer weather on the way and days spent outside, Hélas is preparing for the ensuing activities with its new Summer 2024 collection. But instead of merely looking at classic summer sentiments, the Paris-based brand is leaning into the digital revolution of the 1980s.
Whether it be Windows Paint graphic designs, Powerpoint Presentations or even the friendly little paperclip with googly eyes, the brand is channeling the period’s playful aesthetics – an apt attitude for summertime no less. The collection and accompanying campaign takes to the beach and beyond with a retro-inspired aesthetic. So beyond just the ’80s, the collection also digs into the personality of the 1990s, specifically beach stylings and escapades. So upon taking a closer look, you’ll find the new wardrobe taking on warm-weather activities like skating, surfing, swimming, holding or just hanging out with friends.
The new seasonal lot spans a selection of retro tees, jackets, retro shirts, knitwear, crewneck sweatshirts, hoodies, shorts and accessories. Although the collection’s entirety is doused in bold hues and a retro aesthetic, special highlights include the Bel-Air All Over Oversize Shirt, Cool Cooh Multico All Over Knit, Flash All Over 80’s Print and the Brush Shorts. Finishing off the collection are accessories like caps, slides and beach rackets.
Take a closer look at the new offering in the gallery above. Hélas’ Summer 2024 collection drops on Friday, May 24 online.
