THROUGH THE EYES OF MIDDLESEX DUBAI

Earlier this year, we were gladly surprised when we received an email from Olgica Momirovska, module coordinator at Middlesex University Dubai’s School of Fashion, asking if we’d like Emergency Room to be used as a case study for their Fashion Industry Project module.

Amused by the idea and curious about the process and outcome of such a journey, we instantly embarked and played along.

One call with the students, during which we presented our brand alongside the other participating designer ‘Yassmin Saleh’, a quick chat with the students answering some questions about our design and production process, and that was the only necessary elements to launch them on their own up cycling journeys.

Luckily, during our last trip to Dubai in March 2023, to present our Home Sweet Home collection, we were able to meet up with the students and follow their initial research, approach and development of their own vision of our brand, and witness how they approached our ethos and identity, made it their own and started developing a full collection.

What really struck us was how accurate their perception of our work was, and it baffled us to realize how they relate to Emergency Room, even though being from totally different walks of life. And then of course, leaning into each of their personal inspiration, we were amazed to realize that they understood everything there is to know about the main elements driving us, and how they appropriated these codes and made them theirs.

The projects, themes, titles and inspirations chosen were all outstandingly interesting, and we are sharing below some of our favorite images from the whole process.

We take this opportunity to thank once again Middlesex University Dubai, the teachers and coordinators that implemented this project, and most importantly, all of the student who adopted us for a few months, who inspired us, and that we hope to keep on inspiring too. We are incredibly impatient to witness their next works and projects.