Mina Fox is Fusing Cute and the Gothic with Alternative Brand Hellz Belles Co
Two Goths and a Coffin aims to showcase people of color and queer folks within the goth, horror, and alternative scenes. While our primary focus is on media, we are committed to creating space for people of color in these communities across all areas. That’s why we’re launching a new monthly series talking to folks in our community and spotlighting them.
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The alternative fashion scene is undergoing a shift. Although people of color have always been a part of this space, they’ve rarely been spotlighted as the face of the community or the brands. However, in the past few years, more creators and influencers of color have been building platforms for themselves while creating space for others.
One such creator is Mina Fox, 29, who launched her alternative fashion brand, Hellz Belles Co, in 2020. “For Hellz Belles Co, my vision is to bring women of color to the forefront of the alt/goth space,” Mina says. “Especially black women, because I truly feel like we are underrepresented.”
Mina has been into alternative fashion styles since childhood. “I want to say probably even before the age of 12 if I can remember,” she says. With her personal style consisting of so many influences, making it difficult to define it neatly in one categorization, Mina finds descriptors for her look, settling on “spooky, charming, cute and sometimes cheeky.”
When explaining the development of her style, Mina attributes it to her cultural background and circumstances growing up. “I’m half Black and half Japanese, so there has been a lot of Japanese culture and anime influences in my style. I also come from a big family that was pretty lower middle class living in Los Angeles, so I got to exercise my creativity often,” she says.
Mina channeled that creativity into Hellz Belles Co. The state of the alternative fashion industry influenced her motivation to start the brand. The dissonance between the quality of the fast fashion alt brands and their price points was the first push she needed. She also found that when she looked at magazines, advertisements, and brand listings, she didn’t see anyone who looked like her, a sentiment shared by many Black people in the alternative fashion scene who had to carve out their own space.
Determined, Mina used her fashion design education and her professional model experience to launch Hellz Belles Co. “It was definitely a perfect storm for me to bring my visions to life,” she says.
Mina draws inspiration from a very personal space. “Is it terrible to say that I’m my biggest inspiration?” Mina asks. The aesthetic of the brand fuses dark and gothic with cute and a little bit of sexy rock and roll. Her designs are created to be simple for versatility’s sake, with the intention to be worn for longevity. “I grew up being a heavy outfit repeater, and I still stick to that belief. I also like making designs inspired by things I really wanted when I was younger, but obviously fit for my more mature self.”
When asked about her favorite design, Mina finds it hard to choose noting how dear every piece of clothing she designs is. Ultimately, she lands between the Batty One Piece Swimsuit and the Plaid Babe Swimsuit. These two designs are especially personal. Mina was born with an extremely rare birth defect, gastroschisis, and has a large scar across her stomach. “When I was deciding the designs I wanted for my swimwear line, I strategically picked the ones that would frame my body and scars the best,” she says. Resonating with all of us, Mina expressed how her confidence fluctuates, so she wanted to make sure that she had options in her designs that always made her feel beautiful. The Batty One Piece Swimsuit and the Plaid Babe Swimsuit do just that. She commented on the pieces, “They’re special to me because it was the first time I truly felt beautiful and confident wearing swimwear.”
That’s what’s so wonderful about alternative fashion. It has always served as a creativity, expression, and empowerment conduit. For Mina, expressing yourself means, “showing how you feel and saying what you want to say, even if it’s not done out loud. Expressing yourself to me also means fearlessly being the most authentic version of yourself.”
Mina’s goal for Hellz Belles “isn’t to be the next big powerhouse brand name or anything.” She just wants to enjoy doing what she loves—making clothes, sharing, and inspiring others. Looking to the future, she says, “I’ve been really into lingerie and intimates, but I haven’t really given myself the chance to experiment with it. I definitely see myself making some kind of small collection in the future featuring these items.” In fact, she just recently released the Black Widow Panty. A beautiful, intimate piece made of “breathable, soft flocked spider web mesh.”
For those interested in dipping into the alternative fashion scene, Mina offers some things to remember. “Alt fashion isn’t always dark. Alt fashion also includes lighter, fun styles and subcultures too.” While making the space more representative of people who look like her, Mina highlights a few other things she’d changed about the alternative fashion space. “I would change the way others feel the need to control the way other people want to look, dress, or express themselves within a space. I feel like lately, with the rising trend of micro-niches, there’s always someone trying to tell you you’re doing something wrong these days, and it’s super suffocating.”
Hellz Belles Co is an excellent starting point for anyone looking to explore the alternative scene. “I feel that anyone can be a Belle no matter what they look like or where they come from,” Mina says, ensuring a warm welcome. She reminds us that “creating your own space is a beautiful thing, but I think what’s even better is to keep collaborating and keep lifting each other up. Community is key.”
To shop Hellz Belles Co. visit https://hellzbelles.co/ and follow Mina across all of Hellz Belles Co’s socials for updates.
IG: https://www.instagram.com/hellzbellesco/
Twitter: https://twitter.com/hellzbellesco
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