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Strange but true

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ANN DEMEULEMEESTER'S approach to fashion is unorthodox. Unlike most of her peers, who are concerned with sales and figures, the Belgian designer says her focus is on connecting with her customers on a spiritual level.

'People who wear my clothes are quiet, poetic, artistic and elegant,' she says. 'I think the men and women [who buy them] could easily fall in love with each other. They are all free human beings who are not attached to certain rules.'

Since she broke into the fashion scene more than two decades ago, Demeulemeester has made a name for herself with her nonchalant attitude, poetic and rock'n'roll moods, draped forms and androgynous clothing. The 47-year-old designer was in Hong Kong recently to open her second store in Asia, on On Lan Street (the first opened in Tokyo earlier this year), an experience she describes as 'finding old friends'.

'For the past 10 years, fashion was about artificiality and empty glamour,' she says. 'People are now looking for soul, emotions and reality.'

Born in Kortrijk, Demeulemeester began studying fashion at the age of 16. Her grandfather was a major inspiration and encouraged her to create her own vision. 'He always said your main goal in life is to use your talent. If everyone uses their talent, it would be a good world.'

As well as a love of drawing, Demeulemeester was fascinated with the idea of communicating with people through clothing. 'I was interested in studying who was wearing what and why. I also wanted to reach a lot of women. I felt fashion was a way of communicating.'

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