I have been to Cannes many times for the film festival but this may have been my favorite trip. Or split first place with my first time there. I wore a Viktor and Rolf couture dress I had seen on the runway and texted my stylist Dani about. I thought it was incredible, like a deconstructed version of dress I wore my first time attending the festival. It reminded me not to take fashion too seriously - fun and rock and roll and a bit wierd but with the most insane construction and craftsmanship.

The second reason it was my favorite trip to cannes was debuting Helsa Atelier at The Amfar gala. I’ve designed a lot of my dresses in the past in collaboration with designers so it felt natural to make an ultimate red carpet collection for Helsa and wear and launch it during Cannes. Every dress hand made in Los Angeles by our team of seamstresses and it’s bittersweet to say, they all sold out within minutes of launch, which is incredible and I’m just so endlessly grateful, but Im also sad I can’t link them for you, because they’re truly special. We worked so hard on each one - From my collection of inspiration, into my drawing book, to draping samples in the office, to seeing the first sample, the second, the third and the final gown on Jasmine Tookes on the red carpet and Barbara Valente in the shoot we did around cannes. I pinched myself. ❤️

xoxo,

Elsa