The Eid Edit by Deema Ajlani from the upcoming Spring Summer 2020 collection, is a light and genteel tribute to the continent of Africa and its rich tapestry of culture and customs. Six original pieces make up the relaxed and carefree capsule, combining a warm and radiant assortment of colours with luxurious fabrics and intricate embellishments. An acknowledgment to the rustic charms of organic fibres, the Eid Edit is comprised only of natural materials, including linen and cotton, with designs that reflect the vibrant textures and patterns of African tribes and customs.
Carrying the ethos that “fashion is an expression of our identities” close to her heart, the statement is a fitting expression of Deemas identity and her Saudi roots, as well as a rebellion against the conservative climate she grew up in. The result is a masterful combination of flowing silhouettes, detailed embroidery, complex hand-beading, artistic patterns and luxurious fabrics that come together to create a fun, whimsical line for the modern Arab woman.