There’s nothing I appreciate more than a good lookbook Alas, you know. Similar to the old vacation photos I used to regularly post on our annual family excursions to southern Spain, Alas’ simple yet effective approach to bringing to light her seasonal clothes have me hooked.
For those not used to it, Hélas is a French label founded by skate god Lucas Puig and his business partner Clem Brunel in 2011 who initially had a desire to create high quality skate headwear that would work both on and off board.
Born in the southern French city of Toulouse, Hélas quickly transitioned into producing clothing to go along with his headwear, such was his popularity, and now finds himself stocked in a myriad of stores around the world.
This season – making it its second summer edition – Hélas exudes lightness, sparkle and color with a 35-piece collection available online now.
Navigating between warm and pastel tones, the capsule sees casual sneakers mixed with darter pants and a dressier jacket duo, as well as nautical-inspired pieces, graphic button-down shirts and hoodies.
Generally, Hélas’ penchant for creating very beautiful headwear continues and is offered en masse, with a multi-panel bucket hat in a pastel green and black arguably the highlight.
To immortalize the collection, Hélas called on photographer Alex Pirès to accompany them to Nogent-sur-Marne for a river trip and an old-fashioned guinguette with inflatable buoys.
The result? Me in search of sunshine, a cold beer and an inflatable pink flamingo, dressed in Alas, of course.