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HYreCON 01 TRILOGY / AW18 collecton

Lead DesignersJens Laugesen
CreditsPhoto by SImon Eeles
Prize(s)FASHION DESIGN of Year
Entry Description

HYreCON TRILOGY will be exploring the creative vision developed by the designer by revisiting the design language and the DNA of the fashion house, which became known for ‘honing a new vocabulary of fashion’ with a new perception of the 21st-century woman. She is more interested in the clothes that she wears and not the image she projects. The first instalment of the HYreCON trilogy will revisit the generic garments that the designer likes to explore and morph them into new hybrids, mixing fragment of tailored tuxedo with endless possibilities and variants of shirt-t-shirts.


London based Dahish designer Jens Laugesen is know for a conceptual approach to fashion and became an exponent of conceptual luxury with the eponymous brand that was part of London Fashion Week from 2002-08. The multiple award winning designers collections were sold in high profile stores around the world and his design are today part of the collections of V&A, Musee de la Mode Paris, FIT New York and Design Museum Denmark. Most recently he won the Danish Arts Foundation support for two years which allowed him to re/launch the eponymous brand in 2018 wth HYreCON trilogy in London and Paris

Other Awards and Prizes


2014 / STANLEY PICKER AWARD, Shortlisted finalist, Kingston University London

2008 / DESIGNER OF THE YEAR Award at DANSK Fashion Awards in Copenhagen

2007 & 08 / BFC FASHION FORWARD Award, London. Won for 2 consecutive seasons SS08, AW0809

With financial support from L'OREAL & LVMH Group


2003 & 04 / CENTRAL SAINT MARTINS DESIGNER IN RESIDENCE AWARD by Merchant Tailors Corporation

2002 / BFC NEW GENERATION Award supported by TOPSHOP, won for SS03, AW0304 and SS04

2002 / FASHION EAST AWARD sponsored by CHANNEL 4 TV for AW0203.


2019 / PERSONA DOUBLE Exhibited in London, Paris and Copenhagen Fshion Week

2018 / STORE STUDIO London Fashion Week, HYreCON 01 installation

2009 / GOTHIC COUTURE, FIT Fashion Institute of Technology, New York.

2007 / INTERIØR 01, UCAD Musee de la MODE, Le Louvre, Paris
Individual exhibiton in Paris Fashion Week - ANDAM Award.

2007 / DESIGN BIENALE, Koldinghus Museum, Danmark

2005 / ANNA PIAGGI FASHION-IOLOGY på Victoria & Albert V&A i London

2004 / UNIK DANISH FASHION, Gewerbemuseum, Switzerland

2004 / HYBRID RECONSTRUCTION, Danish Design Center , Copenhagen.

2003 / UNIK DANISH FASHION, Danish Design Centre, Copenhagen.

2003 / FAITH IN CHAOS film with Nick Knight, SHOWstudio, London.