page_title: Hendrik Vermeulen
section_title: Fashion career
hierarchical_section_title: Hendrik Vermeulen / Fashion career
caption_attribution_description: English: Shaholly Ayers photo modelling in Hawaii for Hendrik Vermeulen
context_page_description: Hendrik Meyer-Vermeulen is a South African Couturier and fashion designer, specialising in Haute Couture and Corsetry as well as a singer-songwriter performing under stage name Joh Urban
  In 2009 Hendrik Vermeulen launches his label Hendrik Vermeulen Couture having previously worked as fashion designer and chef d’atelier for renowned South African Couturiers, such as Gert van de Merwe.
  In 2012, he legalises his business by creating his own company: Hendrik Vermeulen Couture Pty Ltd in the city of Cape Town, South Africa. He took charges of the creative and financial side of the business as Creative Director and placed his husband Jean-Daniel Meyer-Vermeulen at the head of the company as General Manager. The company opens its first flagship boutique across the famous Heritage Square in the City Centre of Cape Town the following year in 2013.
  To answer popular demand, the designer started his line of Prêt-à-Porter in 2014 and launched the brand Simply Vermeulen during the renowned Design Indaba in March of the same year.
context_section_description: In 2007 Hendrik Vermeulen decided to start on his own business by producing custom made bridal wear and exclusive formal evening wear under his own name, the Hendrik Vermeulen Couture label was born.
  Hendrik received his first invitation to an International fashion week in 2010. A collective of earlier work was showcased at Mozambique Fashion Week in Maputo the same year. The following year, Hendrik became the first South African designer to receive a second invitation and to showcase a second time at Mozambique Fashion Week during their 2014 edition in Maputo.
  In March 2011, Hendrik Vermeulen was appointed as a board member of the World Fashion Council to endeavour to make a difference by empowering women through skills development for the future of the World Fashion. In 2012, he was appointed a board member of the South African National Chapter of the World Fashion Organization.
  Also in 2012, Hendrik Vermeulen Couture showcases at the first edition of the Perth Fashion Week.
  The presentation thrilled the audience with a South African Inspired Collection called "Nkosi Sikelel' iAfrica" (God Bless Africa). This was the start of Hendrik's passion for creating his own unique fabrics through various methods of fabric manipulation, hand dyeing and airbrushing; having learned some of the skills required while practising one of his hobbies, carpentry.
  With the arrival of Digital Fabric Printing in South Africa, Hendrik started working very closely with a Cape Town-based printing company to perfect the reactive dye process on silk and other natural fibres. This inspiration led to the creation of the "Reflections of Subterranean Luxury" collection, putting his newly acquired skills to the test. The collection was first presented during the launch of the prêt-à-porter label Simply Vermeulen at the Design Indaba in March 2013.
  Early in 2014, Hendrik's work caught the eye of AltaRoma's Vice President, Valeria Mangani. The Couture house received its first invitation to showcase at World of Fashion part of Rome Fashion Week's calendar. Hendrik showed off his corsetry skills and knowledge of the female body acquired during his study of physiology, by creating a range called "Insecta Mirabilis", a collection combining a vast array of couture skills and body manipulation through corsetry.
  In 2015 the Hendrik Vermeulen House received its first invitation to New York and Milan Fashion Week through FTL Moda. This gave the prêt-à-porter label Simply Vermeulen, the opportunity to explore the field of Prêt-à-Couture, in a collection entitled "Smoke and Mirrors". The Couture house added a new element to its already wide spectrum of techniques, by working with African antelope leather from ethical source. During the NYFW presentation, Hendrik welcomed the inclusion of disabled models (that he calls: differently abled models) to the runway. Using the media attention gathered for this collection, Hendrik spoke out about the unhealthy way the fashion industry is forcing people to look at themselves in comparison to the highly edited, unobtainable perfection depicted in High Fashion Campaigns.
  Later in the same year, an invitation to showcase at AltaRoma / World of Fashion was presented again, this was the start of a collaboration with a non-profit ocean conservation initiative headed by Hendrik Vermeulen's close friend Hanli Prinsloo, the "I Am Water Ocean Conservation" foundation, through a collection of the same title. This also reignited a past passion of Hendrik's, music. Hendrik wrote a poem based on the ocean, and composed a song entitled Ndingamanzi ('I Am Water' in Xhosa), in his home based recording studio, which he subsequently recorded with two prominent South African artists: Zolani Mahola and Bianca LeGrange. This song was released in New York at the Vanderbilt Hall on the day of the fashion presentation during American World Champion swimmer and I Am Water Foundation Program Director Peter Marshall's introduction speech, with part of the profits of the song and fashion sale going to the foundation.
  The 2016 "I Am Water" collection wa
caption: Model Shaholly Ayers wearing Hendrik Vermeulen on photoshoot for FTL Moda in Hawaii
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