NYFW: Heurueh is a Faux Fur Delight

David Bowie’s “Let’s Dance” played on the speaker as I walked into The Phulid Project, the first gender free store, which is located in NOHO. The store had plenty products to browse through, they had colorful faux fur coats and bags, cat eye shaped glasses that had sparkly lenses, t-shirts that said “gender is a social construct”, sequin dresses, jewelry that contained colorful letters spelling out P.R.I.D.E and coffee table books with topics that ranged from Marylin Monroe to Studio 54. Heurueh chose to partner with The Phluid Project to debut their SS 2020 collection because they have similar ethos, some that include inclusivity and blurring gender norms.

Heurueh’s collection the “Techno Safari” was inspired by festival, travel, and streetwear according to Afaf Zahira, the creative director and designer. She played with practical elements and some that are more fantasy. The show had varied attendees from the streets of NYC to foreign travelers from Belgium. Drag queen, Chasing Chutney (Instagram: @chasingchutney) hosted the show and closed it out with a fabulous runway strut. The collection consisted of cheetah, camo, and black vinyl, transparent rain jackets, faux fur bras and underwear, and tie dye denim. Heurueh included interesting accessories such as faux fur sleeping masks and travel pillows, which are typically unusual, but definitely unique. They even included a Clueless-esque look with a pink and blue plaid top matched with a pink skirt that Cher Horowitz would sport. Noteworthy accessories include the fluorescent orange bucket hat and sky blue and hot pink faux fur bags. They didn’t opt out on inclusivity either. Models ranged in size, height, race and even gender identity. And by the amount of times I mentioned faux fur you might be able to guess that Heurueh is sustainable. “Our brand is focused on ethics, social responsibility, and sustainability. We began as a faux fur brand with a commitment to these values and as the pressure on the industry increases to be more sustainable we work to stay on the forefront of the movement to continuously implement the newest techniques and sustainable practices.” Zahira said. All in all, Heurueh captured my attention from the very beginning until the very end—I mean who doesn’t love an inclusive party.