Alessandra Facchinetti, a fashion designer who has headed several leading houses (Alessandra facchinetti) has been appointed creative director of ' Harlan + Holden '. Although she may be a somewhat unfamiliar name in Korea, Alessandra Facchinetti has a brilliant career, having taken over as the head designer of Gucci women's clothing from designer Tom Ford 20 years ago and then working as a designer and art director for Prada, Miu Miu, Valentino, Moncler, and Tod's. Having left the luxury fashion world as creative director of Tod's in 2016 , she has launched a SPA that shouts ' Time - Saving '. The fact that she returned to the fashion world through her brand is interesting in many ways.

Founded in 2015 in Manila, Philippines and currently headquartered in Seoul, Harlan & Holden operates both clothing and cafes. Harlan & Holden’s sole mission is to save people the time they spend getting dressed and ordering coffee so they can focus on more important things. For clothing, we aim for one-step dressing , that is, designs that can complete fashion in one go, and for coffee, we operate a policy of ordering immediately without waiting and delivering within 10 minutes. We focus on communication that can clearly convey the seller’s story in one minute and on the ease of approaching customers. Alessandra Facchinetti says, “The request from Harlan & Holden was to create everyday clothes for men and women that embody the brand’s mission of valuing time saving. The brand’s mission is to use the saved time for more important and valuable things. Especially in this era where different cultures are rapidly merging their approaches to life, I am grateful to be able to share this challenging and innovative philosophy.”

Their attitude toward time and speed is different from other SPA brands. At first glance, they may seem similar in that they consume quickly, but the difference is clear. While existing SPA brands are characterized by releasing clothes that quickly follow trends, Harlan & Holden pursues products that do not follow trends. SPA brands, rather than creating something new, do not create the formula of fast fashion, but rather improve and modify basic products to create timelessness that is not affected by the season and is not awkward anytime, anywhere. The value they focus on for time is not leading trends faster than others, but saving is the key. They think about the role of clothes rather than the fashion of clothes. People tend to be overly obsessed with every little thing that happens to them. They waste every precious minute and second on things that have already passed or have not even happened, miss what is truly important, and live forgetting the precious things that are right in front of them. Saturated media and excessive consumption also play a part in wasting our time and making us tired. Isn't the ultimate goal of Harlan & Holden to create small changes in life beyond fashion, such as opening a book you've decided to read to save time wasted and discovering ideas that will change the world during uninterrupted contemplation? This is why the steps of the fashion brand Harlan & Holden, which seeks to open infinite possibilities in limited time, are anticipated.

Source: W Korea