The brand blends gothic and ethereal influences with European craftsmanship
Dion Lee has unveiled HÆLO, a new brand developed under his creative direction and designed to expand his aesthetic into a softer, more sensual territory. The debut collection blends angelic and gothic influences, juxtaposing lace and corsetry with sharp tailoring, leather pieces, and sculptural silhouettes.
HÆLO launches as a direct-to-consumer label, emphasizing elevated fabrication, precise construction, and European materials and manufacturing. The brand aims to bridge contemporary and designer categories, offering craftsmanship-driven pieces at a more accessible entry point.
As creative director, Lee shapes HÆLO’s identity through a focused visual language and signature pattern-cutting techniques, resulting in a collection defined by refined sensuality and modern tension.
“The opportunity to create a new brand has been refreshing and inspiring, having only designed under my namesake for the past 15 years,” Lee said. “I’m enjoying developing a business model that is both aspirational and accessible, independent of traditional wholesale and runway seasonality. With HÆLO, I’m excited to build a distinct brand identity—exploring new modes of communication and channeling inspirations drawn from music and film. More projects to be announced very soon.”
HÆLO is available beginning today on HAELO.WORLD, with exclusive retail distribution through Revolve and FWRD.
