Monique van Heist is a Dutch fashion designer focusing on classic unisex wardrobe items. In 2009, she launched her so-called ‘hellofashion’ project to share her take on the fashion industry.

Hellofashion is a continuous collection of classics to which Van Heist keeps adding new items. This is her way of challenging the fashion system with its seasonal offer of constantly changing styles. Her products are showcased in a catalogue, where they are worn by ordinary people to underline the unique qualities of each garment.