On Tuesday 2 February 2026, we presented Hey, what are you up to?, our collaborative runway show with Timberland, during Dubai Fashion Week. The show took place on the basketball court at Dubai Design District, a public, open space that felt right for what we wanted to explore this season.
This collaboration builds on an ongoing relationship with Timberland, and this time we wanted to slow things down and focus on something very simple: connection. Between two brands. Between people. Between private emotions and public spaces.
The title of the show comes from a sentence we all use, often without thinking about it. “Hey, what are you up to?” In today’s digital world, it has become a quiet way of reaching out. A message sent before suggesting a coffee, a night out, a visit, a conversation, or sometimes just a moment of presence. For us, it became a starting point to think about how we connect with one another, and what we choose to wear in those in-between moments.
The collection imagined people caught in the instant of receiving such a message. Someone throwing on clothes to grab a quick coffee. Someone layering jewelry before heading out to dance. Someone stepping out of bed still wrapped in a bathrobe. Someone putting together a bridal look in a heartbeat. On the runway, bold, one-of-one Emergency Room pieces, created through upcycling and expressive construction, were paired with Timberland’s classic and essential garments and footwear. We worked closely with their Spring Summer 2026 collection, including the Original Timberland boots and the three-eye boat shoes, allowing spontaneity and grounding to coexist, softness to meet sturdiness.
Beyond styling, the collaboration extended into the garments themselves. Our team customized selected Timberland pieces using labor-intensive techniques, transforming them into unique works. Entire garments were embroidered with mother-of-pearl buttons arranged in patterns inspired by the ironwork found throughout Beirut. These iron details appear on balconies, windows, railings, and gates. They are elements we pass by every day, often without noticing, as we step in and out of intimate spaces. Additional pieces were patchworked and appliquéd using material scraps from across the collection, continuing our commitment to reuse while creating one-of-one pieces with distinct value.
The show unfolded to a soundtrack developed by Alex Chahine, tracing the evolution of telecommunication from the 1990s onward. Familiar sounds, rings, pings, notification alerts, built a narrative that moved from hopeful connection to missed calls and unanswered messages, echoing the emotional tension at the heart of the collection.
Presented as a daytime runway experience, Hey, what are you up to? was intentionally quiet. It wasn’t about spectacle, but about shared gestures, everyday rituals, and the small moments that connect us. More than a meeting of two identities, this collaboration felt like a conversation. One rooted in craft, emotion, and the simple act of reaching out.
WATCH THE SHOW ON OUR YOUTUBE CHANNEL
DISCOVER THE COLLECTION HERE