OPHELIA

THEME, CONCEPT & GOALS

Shei has ALWAYS avoided trends. It is both an unspoken and spoken rule that our shoots are to be eternally timeless. To never be able to date us to a specific era, to always be pioneering. But I can't stop thinking about the harmful nature of trend cycles. How we try to avoid them but trends inform everything. About the waste caused by the rapidly changing trend cycle. About how so many of the women important to me can't stop talking about ozempic. About clean girl, indie sleaze, and about how none of it matters and in trying to be on trend we are killing ourselves and maybe, killing fashion? Or are trends what creates fashion? We are a snake eating its own tail on this rat race towards trend and I think in shei avoiding trends we fail to acknowledge our history and how fashion, culture and trends cannot exist in a vacuum. In our 25th year, maybe we break this no trend rule. But we do it in such a way that critiques the harmful nature of this endless cycle and encourage fashion and ourselves to just, be.”