A few months back, we introduced a new Saudi-based contemporary luxury brand, Farah Hammad. An eponymous label established by Jeddah-based designer, Farah Hammad, we instantly fell in love with the brand’s elegant silhouettes & beautiful aesthetic. Introducing a line-up of versatile off-shoulder dresses & classic gowns, Farah offers us the perfect wardrobe solutions to all our sartorial problems.
After discovering the label’s SS17 collection ‘Boho Chic’, we also had the opportunity to discover the ethos & philosophy Farah is imbibing in the brand, aiming to create pieces which fit in well with the modern-day style connoisseur’s lifestyle. With so much love for the brand, we sat down with the designer to discover the inspiration behind starting the brand, her journey thus far & everything SS17.
THE FARAH HAMMAD JOURNEY
FH: Designing has been a life long dream of mine. Growing up between London and Paris, two of the world’s fashion capitals, has undoubtedly influenced my passion as a fashion designer. I remember when I was a little girl I used to always draw dresses and choose themes for each design. I used to collect fashion magazines and create fashion collages. I remember seeing this Dior advertisement that really inspired me to pursue my dream of becoming a fashion designer.
At the beginning I felt nothing was going my way. I was hesitant in starting this dream of mine, but thankfully I had the best support system. My family and friends pushed me and supported me through it all.
It’s a very competitive field; you have to stand out and be unique. You have to have thick skin in this industry. You can’t be too emotional and take criticism too personally. Luckily for me, I’ve met people in the fashion industry who have been nothing but kind and supportive.
However, I’ve faced many challenges in my journey and I’m sure I’ll face more in the future, but I know it will only make me stronger and build my character
THE INFLUENCE OF DIGITAL MEDIA
FH: It actually all started when a famous influencer Alanoud Badr (Fozaza) supported me by wearing my designs.
I remember as soon as she posted the photo of her wearing the first dress I ever created for someone, I gained a vast amount of followers asking me about the dress and where they could purchase it. Through social media, you get to see what people like and talk to them anytime. Ever since then, I’ve built relationships with clients and social media influencers, which are crucial to have.
Photo: Courtesy of Farah Hammad
SOURCES OF INSPIRATION
FH: Nature, reading magazines, Pinterest and traveling are great sources of inspiration. However, it has always been the women of effortless style that have inspired me; my mother, my aunt and especially my two cousins. I’ve lived with them and always loved their style. In a sense they are a source of inspiration.
After I do my research, I create my mood board and do some illustrations. But the best part for me is when I play around with fabric on the mannequin and see what I can create from it. I love that process; as there’s more space for creativity than just drawing on a piece of paper.
FARAH TAKES ON SS17
FH: I love where the current season is going. It’s the season of the off shoulder; I’m seeing different interpretations of the off the shoulder and portrait neckline tops that you can transition from day to night. I love the one shoulder tops and single shoulder cut outs with asymmetrical elements as well. I love seeing the 80’s and 90’s inspiration on the runway and high street fashion. Also, the statement shirts & stripes with wide and flared pants are very ‘in’ this season.
Photo: Courtesy of Farah Hammad
FAVOURITES FROM THE FARAH HAMMAD COLLECTION
FH: From the 1st collection there are four pieces which I particularly love: Two LBDs which will never go out of style and the Roman/Greek inspired dress which was one of our best sellers. Also, the two piece white and yellow skirt. As for the latest collection my favorites are the Gyspy off shoulder dress, the nude Delilah ruffled dress, the Mathilda cutout dusty rose dress and the Arabella V sleeved dress, which is so chic.
A USUAL DAY IN FARAH’S LIFE
FH: 9 am: I start the day by checking my emails for possible buyers and stockists. I have breakfast, then go online to check the latest news (fashion, world news etc.). I particularly love checking fabric shops online; that’s where I start to imagine what the designs will look like
11:30 am: I’ll read fashion related books and magazine, which really help the design process and inspiration.
1 pm: I’ll start drawing while listening to music (my favorite part), which takes up most of my day. After the design work is done, I travel and visit the studio I work with to see the drawings come to life.
5pm: I’ll be at the gym for 2-3 hours to zone out and just relax.
8pm: I’ll be home have a meal & catch up on my favorite TV shows.
9:30 pm: I’ll go out and spend time with friends or family- we’ll either go to a restaurant or watch a movie at their house. Also, I’ll occasionally go to a fashion related event to socialize and see the latest.
11:30 am: I’ll have a notepad next to me before I sleep to write down inspirations concerning my work. As I sometimes wake up in the middle of the night to write down all my thoughts and ideas.
Photo: Courtesy of Farah Hammad
FARAH’S ‘MUST-HAVE’ CLOSET ESSENTIALS
FH: LBD, denim jacket, white tee, trench coat, ballet flats, classic black pumps, nude strappy sandals, simple gold necklace, perfect blazer, perfect pair of jeans, the perfect clutch, white sneakers, leather jacket, classic back pants, classic white shirt and an off shoulder top.
FARAH’S FAVOURITE BRANDS
FH: I actually have a lot; Dolce and Gabbana, Toni Maticevski, Zimmerman, Victoria Beckham, Elizabeth and James, Chanel, Elie Saab, Zuhair Murad, Alice and Olivia, Giambattista Valli, Balmain, DVF, Jonathan Simkhai, Cushnie Et Ochs, Christian Dior, Valentino, Brandon Maxwell, Johanna Ortiz, Oscar De La Renta, Alexandre Vauthier and Ashi Studio.
Photo: Courtesy of Farah Hammad
Follow Farah Hammad: @farahhammadofficial