Amy Pugsley Egyptian designer Farah Seif has released her newest collection, ONDA FW20. Her unique twist on business casual, the power suit, and unapologetically bold lines has made her ready-to-wear collections easily spotted around the MENA region. Flair Magazine wanted to follow-up with Farah to ask a few questions about her newest labor of love.
What helps you get in the zone when you’re designing?
This is a question I always struggle to find one answer to because it really isn’t one thing that I always do when I want to get in the zone. It sometimes just comes out of nowhere when I am sitting at home watching TV and other times I like to sit at my desk with a pencil in hand and start sketching. Research and inspiration pictures help me out a lot as well. I also find myself randomly thinking about a design right before falling asleep or when listening to music. When I get inspired I like to draw whatever comes to mind and adjust as I go.
How has the pandemic changed the way you manage your label?
2020 has been a challenging year for a lot of businesses and for all of us in general. Luckily, Farah Seif is an online brand and because we had to stay at home a lot this year, people have actually started online shopping more. Especially in Egypt, most people were more comfortable shopping in-store but after being introduced to the luxury of having everything delivered to them, it has definitely changed.
What is your favourite piece from the ONDA FW20 collection?
It’s a bit difficult to choose. Each piece that I design is very special to me and I’m sure every designer can relate to that. If I have to choose though, I would say the Aadya Coat because it is not your typical trench coat yet simple, can be worn every day, and fits most outfits because of its neutral color.
The Mae set is also a favorite of mine because it is such a statement outfit but could be worn in many different ways. You can play around and style it from day to night. Last but certainly not least, the Scarlet dress. Simple but very unique. It fits all body types and is a perfect option for those who want to dress up and be classy and comfortable at the same time.
