Fresh as a Daisy

Serving palettes of fresh colour since 2018, New Zealand design duo hej hej welcome their energising SS21 collection -‘Fresh as a Daisy’.

Aptly named hej hej (Swedish pronunciation of hey hey), a Scandinavian influence underpins the aesthetic founders Alice Isles and Kiki Judd continue to be inspired by.

Unapologetically and proudly hej hej, their 13th collection is designed in trademark rainbow-embracing hues and breaks free of any rules, demonstrating the playful Scandi philosophy that ‘anything goes’.

The new 25-piece collection welcomes the return of their custom embroidered daisy pieces and includes revisited and new hej hej signature dress styles, easy-to-wear separates and an iconic new daisy bucket hat.

Spring signals born-again blooming trees, sun-drenched evenings and the sartorial shift to brighter wardrobes and with it, a brighter mood.

Fresh new hues of summery seafoam, bold pinks, bright cherry reds and ‘looks good on everybody’ blues bring personality to wearable, transitional silhouettes.

Self described as having a ‘healthy obsession’ with Linen, the natural and breathable fabrication forms the SS21 collection in three weights – lightweight, medium weight stonewashed linen and more structured heavyweight.

Hero dress styles ‘Tie One On Dress’ and ‘Hej Baby Dress’ are revisited with shorter hemlines and updated tie back detail. Created in a textured lightweight herringbone blue check fabric, these dresses are designed to be thrown over togs after a summer’s day swim and hold a whimsical life of their own.

Undeniably the star of the season, the custom daisy embroidery print is back in new separates and hej hej favourite ‘She’s Wrapped Dress’ and ‘Cut Loose Dress’.

Worn equally as much lazing around the house or to the beach, the statement lightweight linen daisy print ‘Lazy Daisy Top’ and matching ‘Sweet On Me Shorts’ ensemble will become a rinse and repeat offender.

Designed to transition into summer evenings, the ‘All Puffed Up Top’ and ’Ladykiller Skirt’ are reintroduced this season in the Navy daisy print, encouraging the wearer to mix and match or pair together.

Upcoming vacation? Top off your summer uniform with the new Shade Parade Bucket Hat.

A hero cut since day one, the ‘Fancy Pants’ are back in the core heavyweight Indigo and new stone washed Cherry.

Designed in a wide-leg crop style and finished with contrasting ivory statement buttons, the staple pants are easily paired with a white tee, sneakers and layered with the new ‘All Class Overshirt’ on cooler evenings.

Hej hej classic ‘Eat Sleep Repeat dress’ is back in a fresh pastel hue of green ‘Seafoam’.

Completing the colour capsule is the new ‘Eat Your Heart Out Dress’, a ¾ tired design with capped frill sleeves and front button closure and the essential ‘24/7 Shirt’, ‘All For One Skirt’ and ‘Heartstrings Dress’.

Designed for women who are equal parts playful and effortless in their style, hej hej invites you to parade colour this Summer in their collection of luxury linen pieces.

SS21 launched on 1st September online.

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