On Saturday October 15th, we presented our ‘Borderline’ collection during the Arab Fashion Week in Dubai.


image by @chadimclany

This new collection follows in the footsteps of ‘Neverland’ a collection shown at the end of 2021 that introduced the idea of an existing parallel dimension, a heterotopia in which the unnoticed and mundane is brought to light and celebrated.


image by @leahadidian

With ‘Borderline’, we question the existence and control of borders, travel documents, travel restrictions and freedom of movement (or lack of freedom).


image by @leahadidian

We ventured into concretizing our imaginary country, here, a kingdom, creating its visual identity, starting with an emblem placed on a passport and used to announce the collection.


image by @yomnamdeeb and @claudiostudios

‘Bordeline’ is a testimony to our engagement as a sustainable brand that focuses on producing eco- consciously and ethically all the while shedding light on social injustice and inequalities.


image by @arabfashionweek

As such we opened the show with a series of white pieces that are hand printed with various visa stamps representing different countries we have visited, as well as our own heterotopic ‘Neverland’. Some are much more ‘stamped’ than others, all representing different pages of different passports.


image by @leahadidian

The second group of the collection focuses on pairing up-cycled denim pieces with white cotton materials and presenting our passport emblem on burgundy tailored jackets that act as passport covers.


image by @arabfashionweek

Up-cycling remains at the forefront for the last part of the collection. The idea was to gather elements used to separate people into groups; think colored sports jerseys, knitted sports scarves and polyester flags, all of which started suddenly popping more and more as the FIFA world cup approaches, captivating our consumeristic society.


@patrickzarif shot by @leahadidian

By deconstructing and reassembling these thrifted second-hand materials, we wish to portray a vision: that of a world where people are no longer divided but united, that of a world where flags are obsolete.


image by @arabfashionweek

During the finale, after standing in two lines, each pair of models hugged for a moment in total silence before the designer unrolled a banner across the catwalk leaving attendees pondering on an existential question: “who drew the borders of our world?’.


image by @leahadidian