As a photographer I often get to take photos of fashion runway, last year I was lucky enough to cover RMIT Bachelor of Fashion Design (Honours) Graduate Runway in 2019, where I met Sara Awamleh. Her work incorporates style, elegance and class and as such, it has the impressive ability to stand out from the crowd without needing to scream.
Her collection Power & Peace got chosen by Paris Fashion Week 2020 but due to Covid19 pandemic it has been delayed. She was rewarded for her different approach to modest clothing and the consideration of the hijab in fashion.
It starts with the peace dress, this is white and gold silk dress promoting peace and inclusion to the world from Syria , Lebanon, Jordan and Palestine. The main feature of this dress is Arabic Islamic calligraphy print design, spreads a message of peace, love and compassion to those involved in the struggles of the Middle East. Next, is the black and nude dress which is the power dress. Power can be used for peace and or conflict.The third outfit is the Petra top and pants that is made out of silk dupioni that is inspired from historical architecture in Petra, Jordan.
The fourth outfit is a mesh top and skirt set that is inspired from Al Hamdaya market in Syria which is made out of silk dupioni.
Lastly, is the red jumpsuit that is dedicated to Lebanon with asymmetrical panels reminiscent of architectural design.
The purpose of this collection is promoting modest fashion that is celebrating cultural diversity.
How do you feel about the future of fashion?
The Covid-19 pandemic of 2020 was an eye opening in the fashion industry. Fashion has to change. I believe that the fashion industry will start to change how they operate and start to have their own manufacturing of fashion production, locally instead of overseas. I also believe that fast fashion brands won’t increase, but it will probably decrease as customers will be aware of sustainable fashion. I feel excited when I see fashion designers and brands make a change, by applying sustainable design production methods and creating long lasting clothes. If we all work together, anything is possible.
What challenges have you faced within the industry?
My greatest challenge that I have faced within the industry is making people understand that modest fashion can be mainstream and that there is a need and a want. Modest fashion is often separated from mainstream fashion such as runway shows, as Paris fashion week. This shows how the industry is lacking modest fashion knowledge. A lot of people do not understand what it is and that it doesn’t belong to just Islam, it belongs to everyone despite their culture or faith. Breaking barriers by bringing all cultures together is what I am passionate to do throughout my collections.
For example, you don’t have to wear the hijab in order to dress modestly. My audience is not just the Muslim community, I am targeting the global world market. Just because I wear a Hijab out of love and choice, it doesn’t mean that I will be designing modest wear just focused on hijabis and Muslims.
Moreover, if I have a customer that wants a short dress custom made, I still would design it and make it for them because I believe that you cannot judge anyone based on their religion, race or culture. We are all equally beautiful and empowered despite whether we dress modest or not.
In the process of being a designer, what has been the most valuable lesson that you’ve learnt?
To Remember to always love what I am making, to stay passionate, patient and consistent in making changes with my designs.
I challenge myself by designing clothes that I have never done before.
If somebody is trying to make a change in the fashion industry, not everyone will love the designs or ideas and this is okay because. This should be your motivation to do the most incredible work. My suggestion is to never let bad feedback influence confidence, people, but instead use the negative criticism received into positive energy, by showing and proving that anything is possible when there is a mission. Success isn’t easy and to achieve it, you have to work with all your heart and mind and believe in yourself always.
The fashion industry is the toughest industry especially on social media. These days everyone cares about your Instagram followers, this shouldn’t be a worry, the focus should be on creating content and marketing your brand in unique ways. Sometimes copycats happen on Instagram, but they will never ever be able to be you, keep growing and keep being amazing.! What do you think about diversity in fashion?
Diversity in fashion needs to improve since it is still lacking. For example when I walk in any mainstream brand shops, such as H&M and Zara, I would like to see more diverse designs targeted to the customers and Not just short skirts and short dresses, there should be more modest dresses and long tops, so when a customer walks in the shop has more to choose from. Diversity in fashion will occur, if all fashion designers and brands start to implement it in their designs and marketing.
If you could send a message to brands about the value of sustainability and ethics, what would you tell them?
To all the amazing brands out there, please before you design or make a collection, think about changing the fashion industry for the better, Treat all your workers with kindness and stay loyal and truthful to your brand and customers. Valuing sustainability and ethics in fashion is a must in order to save the environment and reduce global environmental matters. Reconsider your fabric choices, designs, prints, and try your best to implement sustainable methods. This will be amazing since it means caring about the society, by making a positive impact and not just making money. Start slow and start now.
PHOTOGRAPHY: @explorerjem
MAKEUP: @ivylovebeauty