Growing up on Portugal’s Azores Islands, it was here, as a young girl that Susana Bettencourt fell in love with knitwear and her passion to become a designer all started. Developing traditional lace techniques since childhood, Susana took an international leap, relocating to London to study at both Central Saint Martins College of Art and Design and London College of Fashion.

Just as William Faulkner said “Clocks slay time. Time is dead as long as it is being clicked off by little wheels; only when the clock stops does time come to life.”

STOP THE CLOCK collection is inspired by this automated society we live in, the habits and customs of future leaders are being shaped with a wrong notion of time. With this new era of gadgets, the new leaders of the world don’t know HOW to stop and how to silence.

Quiet time and contemplation is a lost concept and the new description of loneliness is being rewritten by the people behind the screens. With not enough hours in a day to do all the task and all the living, depression and social dissociation problems arise. The world is going to fast, to soon and to superficial.

This AW19’20 Susana Bettencourt’s collection is the voice and the message to all the screen addicts and overload minds of the world.

Susana Bettencourt’s graphic mission is to extol and represent into images the huge gap now created between when times was seen in analog Clocks and the now, where all numbers and hours, are digital mazes created by electronic chips.

“Yesterday is relative, tomorrow is speculative, but today is electric. That’s why it’s called current” by Travis Dultz