ANDRAYA FARRAG THE HEAD AND THE HEART BEHIND BEDOUIN

ANDRAYA FARRAG Designer
ANDRAYA FARRAG Designer

Andraya Farrag is a graduate of Central Saint Martins, holding a BA inFashion Design with Marketing. Armed with a degree

from one of the world’s most prestigious fashion design schools, Farrag forged her own way in the fashion industry with the launch of her own label BEDOUIN. Designed and developed by Farrag, BEDOUIN takes its cue from the people it is named after: self­ sufficient, independent, living in a world without borders.

Born and raised in the UK to an English mother and Egyptian father, Farrag’s experience at Central Saint Martins pushed her to, “Think big, be creative and most of all determined,·she says.

Farrag later lived and worked in New York and India, the contrast and culturaldiversity combined with design has always been a big inspiration to Farrag. Amassing worldly

experience led Farrag to launch BEDOUIN, “Iam by no means a traditionalperson however Ithink it is important to celebrate the world and remember our history. This eventually led me

to develop BEDOUIN a brand that finds a harmony between traditional and contemporary,• she explains.

I AM BY NO MEANS A TRADITIONAL PERSON HOWEVER I THINK IT IS IMPORTANT TO CELEBRATE THE WORLD AND REMEMBER OUR HISTORY

“BEDOUIN realty began while I was living in India.It was there that I realized that Iwanted to focus on making easy-to-wear pieces that can be paired with many items in a wardrobe. Iam so inspired by the world therefore wanted to make a brand that celebrates culture and albws women to honor their style no matter where in the word they are.·

So what is the main locus of Farrag’s designs? “Inspired by the beautiful nomadic existence of desert dwelling communities, BEDOUIN’s collections encapsulate values such as independence, simplicity, travel and strength. Each season, it embraces history, culture and diversity, reimagined for the contemporary woman and her global lifestyle.In short, BEDOUIN is a celebration of tradition, contrast and the immense beauty of the world combined with flattering easy-to-wear silhouettes and travel friendly fabrics. Each collection is all about contrast, either transforming an urban silhouette with Italian jacquard or an elegant dress with a more effortless approach.”

ANDRAYA FARRAG Designs
ANDRAYA FARRAG Designs

BEDOUIN’S AW 16 collection combines ease with elegance, and a certain fluidity with interesting textiles like lace and metallic color, it is urban, feminine, mysterious and sexy.Where does Farrag go to for inspiration? “Each season is inspired

by a different culture, environment or destination combined with contemporary design and luxurious fabrics. Our AW16 collection drew inspiration from the intriguing culture of Japan, combining urban street style with traditional geometric patterns and architecture,” she says.

“Top-stitching and exaggerated flared sleeves were inspired by our update on the Samurai. l aso took a lot of inspiration from art focusing on landscapes, resulting in the collection featuring wave-like layers of embroidery and brush strokes representing the mountains and waterscapes of Japan.”

ANDRAYA FARRAG Designs
ANDRAYA FARRAG Designs

The reflective metallic fabric featured in her collection stands out among the more subdued tones and forms, why does this fabric feature in every BEDOUIN collection? “I love to give these fabrics a fresh silhouette by applying them to a classic trench or a traditional parka jacket. The metallic pieces allow our customer to make a statement while still looking cool and carefree.”

As for the BEDOUIN woman, she is “A contemporary global woman with a love for travel, clean design and music. As a social and independent woman, she loves the world and gets inspired by people and diversity. Our woman is always on the go, whether she is a career woman, a mother of three or a hard working student she has big dreams and aspirations. BEDOUIN is there to help give the inner confidence she needs to be more spontaneous.”

OUR WOMAN IS ALWAYS ON THE GO, WHETHER SHE IS A CAREER WOMAN, A MOTHER OF THREE OR A HARD WORKING STUDENT SHE HAS BIG DREAMS AND ASPIRATIONS.

”As Dubai’s fashion industry is still evolving,” says Farrag, “Fashion Forward is an exciting event for designers, industry professionals and consumers allowing us to present to a captive audience that is extended about the growth of the Middle East. I love showing at this event as it allows people to connect to the brand more emotionally and feels more like a celebration!”

With an overwhelming and positive feedback from FFWD, Farrag is excited. “I love being able to share what I have been working on with the people of this amazing city. Of course we also

receive constructive criticism but that is what strives me to do better and gives me the confidence that I can keep surprising my customer each season with bigger and better collections. I have received such a lot of support from the region and this is my way of allowing everyone to be a part of the journey.”

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