PIONEERING THE MODERN WOMAN

10 minutes with; Vingt Quatre, a dynamic and architectural brand

What made you want to start your own brand? Vingt Quatre was inspired by a

personal narrative for my sisters and I. We were living between two very different cultures, with a dynamic and multifaceted experience, and trying to seek our own identity amidst that. The initial idea was an extension of the concept of ‘Identity’ that I explored during my senior thesis at Parsons School of Design, which was heavily inspired by the fact that I was experiencing the Middle Eastern and Western cultures simultaneously, and evolving as an individual. I see fashion as a construct of ‘Identity’ and how you wish to be perceived through your choices in clothing, how you curate your surroundings, what you like and dislike, but with the challenge of staying authentic in any environment you’re in.

My vision was to create a brand that reflected both personal identity but also merged design with functionality, speaking to the modern woman. She lives with intention, seeks comfort in mobility, dresses with ease, and is able to command her own narrative, lending to a contemporary lifestyle.

How has art and architecture inspired your creations and direction? I’ve always been

drawn to contemporary art and design, and pull inspiration from mid-century modern interiors or architecture. Whether it's colour inspiration, finding the balance in a garment, playing with linear or curvilinear proportions fashion, art, design and architecture are all synonymous, with a crossover between disciplines. Plenty of my mood board references come from Scandinavian or German architects and designers, who play with subtle contrasts in space, colour, form and function. A few of my personal favourites are - Arne Jacobson, whose creative process focuses on his strict consideration of merging design details with functionality. This is a parallel approach to the way I design – playing with the idea of a silhouette in its simplest form, and designing into the subtle details of what gives each piece its uniqueness to the wearer. I also have an affinity with the work of Marcel Bruer, who is synonymous with the Bauhaus movement; Hans Wegner who plays heavily with organic functionality; Eero Saarinen who takes a sculptural approach to furniture design, playing with modern materials in organic shapes. Lastly, Tadao Ando’s approach to architecture and playing with the idea of simplicity to concentrate on the inner feelings of the person walking through the space, is very inspirational.

Your Instagram page is very design led. Do you think this is what makes Vingt Quatre unique? Vingt Quatre is built around our

muse – the modern, multifaceted woman, and all the things that inspire her. I’m an extremely visual person, and I approach Instagram as a continuous mood board for this muse, allowing our customers to connect with her on various levels, both emotional and personal. I see it as the brand’s visual touchpoint, where you can instantly get a sense of who she is, what she is drawn to, her perceptions and aesthetics, and the spaces she interacts with. I work very closely with our art director to curate the visuals that evoke a feeling of warmth, effortless sophistication and connection. Approaching our Instagram channel in this manner feels authentic to me, and I think that's what gives it depth and its own uniqueness.

When did you start the label and how long have you been a designer? I started the

label in January 2018, but the concept of Vingt Quatre was under development from a year and a half prior to that. I’ve been working in the industry for about eight years, since the time that I was still studying as an undergraduate student.

How are you inspired by Dubai, being based here? The inner workings of the

cultural landscape are integral to the idea of our modern muse. There's an element of reservation, privacy and mystery that is key. The women are elegant and sophisticated in how they carry themselves, exuding confidence and refinement in their personal style and this feels very inspirational for me.

Have your Middle Eastern routes inspired your creative output in any way? The

contrasts in the urban landscape have inspired my design sensibility and creative output - it’s the juxtaposition of the modern architecture with the traditional monuments and the desert landscape and heritage that seamlessly integrate with the modernity of this evolving region.

What is your ideal place to design, draw and envision? An inspiring surrounding, where

I can place my visual references and mood boards in front of me, but also somewhere peaceful where I can be alone with my thoughts and really delve into the design and creative process. That is probably my favourite part of the process – it’s therapeutic to sketch or sew a prototype and play around with the possibilities of how an idea can turn into 3D form. I need some good music to zone into my thoughts and help get into a creative flow, think bossanova or classical jazz, mixed with a little lo-fi and chillhop.

Do you spend time between New York and Dubai, if so, how do the two cities differ culturally to you? The two cities are entirely

different and magical in their own ways. Dubai has this warmth of hospitality that is very synonymous to the Middle Eastern and South Asian cultures. At the same time, there’s so much diversity in the expat community, where you connect and unite with people from all over the world, some are raised in Dubai, which provides a sense of belonging and familiarity. The city is ever-evolving; there's a lot of innovation and tremendous opportunities for emerging markets. Whereas New York is an individualistic city that builds you, and grounds you at the same time. It is raw and real, and definitely cut-throat, but nurtures you in a way that no other city can. It is so fast-paced and constantly pushes you out of your comfort zone and challenges you to find the truest version of yourself. The energy, the motivation, the people you meet from all walks of life, the conversations that challenge your perceptions inspire you to think differently. New York bred my work ethic and the way I approach a lot of things in life both personally and professional. There’s also a sense of camaraderie with other New Yorkers – as Sinatra sang, “If you can make it in New York, you can make it anywhere”.

I’m so grateful and fortunate to have spent a decade in both places. Both cities are a dominant part of who I am and over the years have shaped my experiences, personality, and perspectives. Since I’m between the two cities, the duality of the different cultures requires a flexible intercultural approach.

Do you have an architectural background?

I don’t, but I majored in integrated design combining fashion as my main area of study with visual communication as my minor. I do think my personal design sensibility is quite architectural in nature as I pull a lot of my references from interiors and architecture and apply it to 3D garment development.

How do you think your brand captures the modern woman? I’ve spent a lot of time

observing and studying the facet of the modern woman through conversations with like-minded women who are dynamic and constantly evolving. I want to understand her likes and dislikes, her pain points, what she seeks to feel good, what makes her feel comfortable and what she needs to live her optimal life.

These conversations have come through meeting some incredibly inspiring women who gracefully juggle multiple priorities simultaneously. My own business partner and sister being one of them – as she balances recent motherhood, with entrepreneurship. With the needs of the multifaceted woman at the forefront of the brand, we embody the ideology of living with the pursuit of less but better. We believe in empowering her through her 24-hour lifestyle and aim to provide a solution to the challenges she faces. We do this by designing a lean and adaptive wardrobe with distinctive silhouettes, that merge practicality with a sophisticated sensibility, and connect the two from day to night.