The event was organized under the ambitious vision of JYB president Ayman Jamal, owner of Sawani Mohammad Hafiz and founder of Design magazine Kholoud Attar in providing young designers a platform to exhibit their latest spring/summer 2011 collections at Sawani for public purchase.
The featured designers for the first event of its kind were Salma Radwan, Lina Malaika, Khalid Zahid, Lama Taher, Samah Khashoggi, Mashael Al Faris, Soha Taher and Rawan Baaqeel.
Samah Khashoggi, who holds a background in interior design, displayed a summer abaya collection that was feminine, yet sporty, specifically designed for the working woman.
Having first started her abaya line, “SAMAH,” 10 years ago, she has since expanded her business from her home-boutique, creating abayas for casual daily use and exquisite eveningwear.
Mashael Al Faris, a fashion designer based in Riyadh, showcased her spring/summer 2011 collection, which was inspired by porcelain dolls and retro elements of the 1950s and 60s in casual-chic and eveningwear.
“It’s important for designers to network with their clients, to ask questions and learn about the inspirations of their collections. I heard Jeddah hosts many such events, which is important for the growth of the field. As a designer, it was a great opportunity for me to participate in STITCH,” said Al Faris.
Designer of “LUM” clothing line, Lama Taher, presented her “Breakfast at Tiffany’s” collection of eveningwear, enthused by the classic elegance of Audrey Hepburn, which sold out in the first week of display.
“I love natural colors like whites, peaches and creams, and I’m also inspired by the Victorian age, so you can expect that recurrent theme with a lot of lace and ruffles in my clothing line,” said Taher.
She also showcased a colorful and feminine range of abayas in blues, browns and beiges. “Designing is a hobby that I enjoy indulging in. I will be launching a range of thobes and jalabiyyas for the Ramadan season soon,” she added.
Fashion designer Salma Radwan, a 2007 graduate of the Instituto Marangoni in Paris, presented her clown-inspired prêt-a-porter line “LE CIRQUE BLANCHE.” The entire collection was created in white with circus-esque elements pronounced by way of heavy ruffles and geometric motifs.
She is particular about designing exclusively for the tastes and requirements of her customers and is usually guided by following a common theme in all her creations. “The event was wonderful. There were a lot of people which was frankly unexpected,” said Radwan.
Rawan Baaqeel, a young jewelry designer specializing in sobha designs for both males and females, started with handmade pieces in 2007 and has since established her own brand of jewelry line. She showcased an entire range in silver and pearls at STITCH, which is currently on display at Sawani.
Khalid Zahid, a portrait and products designer, showcased a series of vintage, yet contemporary French frames, entitled “JUNK,” with a strong infusion of Eastern and Western elements by way of classic Arabic calligraphy and modern poster icons.
“I am a rebel against classical art in a way. Why does it always have to be the predictable vases and flowers? It’s repetitive. I want to show something different,” said Zahid.
He also displayed a Loraine dell of French chairs called “VANDALISM,” which is an artistic glorification of the poster caricature-culture evident with facial distortion and moustaches adorning the most beautiful faces of famous pin-up girls from Audrey Hepburn to Marilyn Monroe.
“One needs to go out of their shell and experience different forms of art. Usually, a frame is added to a room to complement the furniture. I want my art to be a major piece of furniture in itself. I want it to stand on its own,” he added.
The event is the first of many that will be organized at Sawani with the aim of introducing 10 new designers every two months, in a bid to encourage the consumers market toward supporting young emerging designers and promoting local talent.