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Yiwu HAODE Import & Export Limited Company

ADD:Room 101 Unit 2 Building 13, Dongzhou Garden Qiupingyuan, Yiwu City in Zhejiang Province, China

Contact:Janet Sun





How Faux Can You Go? Behind The Scenes At Luxury Faux Fur Brand Helen Moore

If you were to imagine an artisans’ commune in the countryside it would probably look a bit like the north Devon HQ of Helen Moore – where local skilled craftsmen ply their trade side by side in a converted house located down a sleepy village lane. 

But far from being a niche bohemian brand aimed at a local, rural market, Helen’s daring faux-fur creations – some in psychedelic neons, others in animal prints and muted autumnal shades – have been a favourite of the fashion set for years. Her stylish capes, stoles and scarves regularly grace London Fashion Week and the pages of Vogue (including this year’s coveted September issue).

The fact that Helen – the first person to use coloured faux fur in UK fashion – custom-makes pieces for everyone from the Countess of Wessex to Helena Bonham Carter and Little Mix and ships her homeware (throws, cushions, bed runners) to large US hotel chains is all the more remarkable given her 1950s-style manufacturing operation: human hands wield scissors and needles and there is no slick mass-production machinery in sight – thus avoiding that ‘chopped’ look at the edges or an ‘unsightly seam’, she tells me.