Vi­vian Moawad brings her monochromic ro­mance to Za­malek

EV­ERY SEA­SON THE EN­TIRE DEC­O­RA­TIONS WILL BE CHANGED TO RE­FLECT THE NEW COLLECTION. START­ING THIS DE­CEM­BER, THE STORE WILL BE UP­DATED TO MATCH MY UP­COM­ING FW18 COLLECTION; MOULIN ROUGE, SAYS THE DE­SIGNER

The Daily News Egypt - - Life Style - By: Nay­era Yasser

Af­ter es­cap­ing the con­gested jun­gle of twin­kling tail­lights, a clas­sic black and white win­dow sign greets the visi­tors at the end of a quite side al­ley. Un­der the time­less sign stands a grace­ful man­nequin that does not re­quire nei­ther com­pany nor ac­ces­sories to grab the attention.

The win­dow man­nequin speaks of the women, who seek this home­grown haute cou­ture la­bel for nights that of­ten mark their most cel­e­brated milestones. She stands with a short de­tailed black dress. While white em­bel­lish­ments erupt from the dress’s hem­line all the way to the waist, white feath­ers crawl on the sides. This man­i­fes­ta­tion of time­less wom­an­hood ac­com­pa­nied with the dress’s long tulle tail is only a glimpse of what Alexan­dria’s Vi­vian Moawad has brought to Cairo ear­lier this week.

The local de­signer has been turn­ing heads with her ro­man­tic de­signs for quite some time. Af­ter tak­ing part in var­i­ous fash­ion shows around the cap­i­tal, the haute cou­ture mas­ter de­cided to take two fash­ion-for­ward leaps ahead of the new sea­son.

Moawad ful­filled her prom­ise to the la­bel’s grow­ing base of clients in Cairo with an in­ti­mate branch in the city. Mean­while, she has also sur­prised them with a new cap­sule bridal collection; mark­ing the de­signer’s first white at­tempts.

“Za­malek was my dream lo­ca­tion for a Cairo-based store. Lo­ca­tion scout­ing did not long; once I found this one, I knew that it is per­fect,” said the de­signer with a proud smile on her face.

Af­ter walk­ing through the vin­tage black doors, a white sculp­ture of an an­gel leads the ladies to the spi­ral stairs to­wards the sec­ond floor, where the de­signer’s gowns hang in­side the sil­hou­ette of min­i­mal­is­tic bird cages.

“The in­te­rior de­signer is one of my best friends. Manuel stud­ied in­te­rior de­sign in France; there­fore, aside from be­ing friends, I was con­fi­dent that I am in good hands.We brain­stormed to­gether, be­fore he took over and han­dled the process,” said the de­signer as her black grown trailed in her steps.

The new space man­i­fests few sim­i­lar­i­ties with Moawad’s first store in her home­town Alexan­dria. None­the­less it is no­tably big­ger.

From the white walls to the black racks and sig­nif­i­cant an­gels, the space is a mod­ern-time ro­man­tic novel that har­bors the del­i­cate petals em­broi­dered by the de­signer. The monochromic color pal­let also al­lows Moawad’s dis­played de­signs to fur­ther stand out.

“I am ob­sessed with the clas­sic com­bi­na­tion of black and white; ac­cord­ingly, our main theme was built upon this in­fat­u­a­tion. Our main tar­get was to un­fold my iden­tity as a de­signer in the struc­ture. Mean­while, by def­i­ni­tion, as an haute cou­ture de­signer I have a flair for lux­ury. There­fore, we added an­tique ac­ces­sories to cor­re­spond with the brand’s aes­thetic,” said Moawad as she ges­tured to­wards the cen­ter sculpted ta­ble.

The de­fin­i­tive du­al­ity of black and white has con­trolled a great deal of the la­bel since its early in­cep­tion. Ac­cord­ing to the de­signer, the monochromic theme started its as­so­ci­a­tion with the brand when she first thought about a logo; the duo came as a nat­u­ral choice. Then collection af­ter an­other, it be­came a sub­tle sig­na­ture.

None­the­less, lately Moawad has started in­tro­duc­ing new colors and pat­terns. For her SS17 collection, cur­rently on dis­play at the new store, Moawad stepped far from her pal­let of choice to cap­ture the sea­son’s rain­bow of serene blue and rose.

With that said, the store also aims to in­tro­duce a new con­cept in terms of in­te­rior de­sign. “Ev­ery sea­son the en­tire dec­o­ra­tions will be changed to re­flect the new collection. Start­ing this De­cem­ber, the store will be up­dated to match my up­com­ing FW18 collection; Moulin Rouge,” said the de­signer ex­cit­edly.

The fash­ion and in­te­rior de­sign­ers be­hind the new cou­ture spot plan to give any per­son that walks in, the op­por­tu­nity to stand amid a fash­ion show. This avant-garde ex­pe­ri­ence is set to start in De­cem­ber, on par­al­lel with the launch of the new collection.

“Tonight could be con­sid­ered a soft open­ing, the big event will be in De­cem­ber; in cel­e­bra­tion of the new theme.” The de­signer added “This is a dream come true for me. I can cur­rently say that I have a proper showroom in Za­malek with my lat­est collection dis­played ev­ery­where. On the other hand, I can­not de­scribe my hap­pi­ness to see every­one here walk­ing among my de­signs.”

The de­signer of­ten launches her col­lec­tions over two phases. The teaser, which fea­tures three or four looks that rep­re­sent the collection then the main re­veal. For the SS17 collection, Moawad launched the teaser of four dresses through a photo shoot ear­lier dur­ing this sea­son. Mean­while, cus­tomers can cur­rently view and try the full collection at her Za­malek store.

On the other hand, as the new sea­son is rapidly ap­proach­ing, the de­signer gave her loyal clients a sneak peek of her awaited new collection dur­ing the open­ing event.

With a princess bridal gown fac­ing the sec­ond-floor win­dow in the back­ground, a num­ber of mod­els posed to prove that Moawad’s up­com­ing collection prom­ises to make black a syn­onym of bold state­ment. The dresses em­braced the year’s most ev­i­dent trend, ex­ag­ger­ated sleeves along with wide neck­lines and play­ful ruf­fles.

“On the walk­ing mod­els, you can see a teaser of the up­com­ing Moulin Rouge collection. Nat­u­rally, I was in­spired by the renowned Parisian cabaret and the glam in­vested in the show busi­ness. Stand­ing here tonight and watch­ing the mod­els walk around me in their dresses gives me a front-row seat at one of the world’s most fa­mous shows,” said the de­signer.

While many busi­nesses have been im­pacted by the re­cent eco­nomic tur­moil, fash­ion does not stand as an ex­cep­tion. With lux­ury at the core of her busi­ness, Moawad re­mains con­fi­dent and even more en­cour­aged to push fur­ther.

“I have my own client base that has not wa­vered un­der the re­cent cir­cum­stances. De­spite the cur­rent tur­bu­lence, this coun­try has a sta­ble foun­da­tion of haute cou­ture ap­pre­ci­a­tors that are still loyal to this form of art,” stated the de­signer with ob­vi­ous de­ter­mi­na­tion.

As for her fu­ture plans af­ter this note­wor­thy mile­stone, the de­signer plans to re­main in her head­quar­ters in Alexan­dria while show­cas­ing her new col­lec­tions in Za­malek. With that said, she will also be tak­ing cou­ture ap­point­ments at the new store.

“Ac­cord­ing to my grand plan, my third branch is set to open its doors in one or two years. My next des­ti­na­tion is some­where in Europe. I be­lieve it will be about time for the brand to have a per­ma­nent home in a dif­fer­ent con­ti­nent,” con­cluded the de­signer with a grin.

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