Monique van Heist’s collection Hellofashion was launched in spring 2009, as Monique van Heist’s personal statement on her own fashion company. Hellofashion is a continuous collection of ‘Monique van Heist-classics’ by which she sets out to challenge the fashion system. This permanent and over time growing collection of garments, accessories and lifestyle products like furniture and recipes is available for an unlimited time. Monique van Heist’s concept of Hellofashion, 90 contemporary designs, ended spring 2019 after 10 years. Luckily the Hellofashion archive continues to exist and a number of bestsellers have returned to the new collection, in cool new fabrics, colors and a twist to the design.

Monique van Heist concentrates on classic unisex wardrobe pieces, translating her sociological fashion observations into highly wearable and contemporary designs. Her garments are perfectly cut, luxuriously executed and full of smart details and clear references. Every six months Monique van Heist reviews the collections classic shapes in seasonal colors and materials.