Amy Pugsley It has been a little over a year, yet Farah Seif seems like she has been in the fashion game forever. Launching her brand last June, it is incredible that the Cairo-based creative has come so far in such a brief period. If you look at any of the designer’s collections and feel inspired to skip the board meeting and head straight out to lunch with friends, you are not alone. The essence of her brand is a city-chic meets boardroom and her designs have been spotted on regional trendsetters like Huda El Mufti, Nathalie Saba, Lara Scandar, Tamara Farra Hakim and Enjy Kiwan. Who said business casual had to be boring? Luckily, the power suit has come back and with Farah Seif’s help has become bolder and edgier. We caught up with Farah to discuss her label and her newest collections.
How has your work evolved since you began your own label?
Farah Seif just celebrated its first anniversary in June. In the year since its inception, I’ve grown more comfortable with the design process and trusting of the production process and my team. I have also taken customer feedback into consideration and am happy to announce that we added size large to this collection and included an array of diverse pieces, adding more skirts, dresses, and rompers than in my first collection that was more suit-based – all while staying true to my power suit aesthetic.
How do international influences find their way into your designs?
In the 1970s, more women were joining the workforce, so by the early 1980s, the idea of the working woman had become more normalized, paving the way for the 80s power suit. The concept, pioneered by Giorgio Armani, was to cloak the feminine form with an exaggerated masculine silhouette, shifting attention away from a woman’s body to what she could achieve, demanding respect that broke women’s gender stereotypes. It has since become synonymous with feminism and equality, and a major inspiration for my designs.
How do you want women to feel when wearing your clothes?
Nowadays, women’s suits have shifted away from their role as corporate ensembles. They’ve become less and less formal. Today, these suits are statement-making, playful, and allow the modern woman to walk through life with confidence and a sense of self-empowerment. This is exactly the kind of confidence we want women to exude when they wear Farah Seif designs. I want women to feel confident, powerful and beautiful wearing my designs.
What role do you think social media plays in fashion today?
I think social media is a priceless asset for up-and-coming designers to get their brands out there. The reach you get through platforms like Instagram allow you to break national and demographic boundaries and reach a wider consumer base.
Where did you get the inspiration for the incredible FW20 The Velvet Trilogy collection?
The velvet trilogy has more defined geometric shapes that were inspired by the sharp lines in architectural blueprints. I come from a family of architects and that has been a huge source of inspiration for me. The focus for this collection was on having both style and warmth during the winter while continuing to inspire confidence in women through our bold, timeless designs.
How did the Balance of the Blues: Ohanna x Farah Seif collaboration come to life?
This is what the Ohanna x Farah Seif collaboration represents – a shift in streetwear, a feeling of uniqueness and duality, or in other words, a balance. This collection was created to encompass elements of athleisure-wear and outerwear, and give women the freedom of expressing their many identities through our versatile, edgy and transformable designs. A clash between casual and formal wear, we used the waterproof and woven fabrics we were able to create to bring to life a new collection that can adapt from day to night.
Shop the SS2020 Collections at https://farahseif.com/
