Getting Dressed w/Veronika Heilbrunner

Former Harper's Bazaar fashion editor turned co-founder of the new online fashion site hey woman!, Veronika Heilbrunner explains why the things we hate will always come back in style.

"Interesting things always happen when theres is a remix."

On why she wanted to start hey woman!

"I was already working for like eight years - starting as an assistant editor, then editor, and then I went to My Theresa to do the productions for the website, which was quite a changing moment because it was my first contact with retail. Because as an editor, you make up dreams, you don't actually have to sell clothes. Then I also found online very exciting, because everything I did was then up like a few days later. Then Bazaar asked me to be their style editor - which I know is a pretty cool thing to be - but when I went there for the job I was already like, "Do I really want to be at a monthly magazine again?""

More on why people love the things people hate...

"For example, look at Vetements. They basically take all those things that people hate and make them super cool. And what's even more funny is how people react to that. Some love it. Some hate it. Some are confused by it. It's funny how serious people take stuff."