Our inspiration for Spring 2011
The theme of this photo shoot was “Travel.” We wanted to take our Vela viewers to a destination which involved taxi cabs, dinning restaurants, train stations, and waiting halls. Pretty much everything you would normally experience when traveling. Our team focused on dark-colored and bronze backgrounds to contrast the feminine designs of each scarf. Every single scarf was photographed with a certain background to capture the essence of the design.
ex. The brass colored frames complimented the thick gold zipper that lined the Black Zipper scarf.
ex. The symmetrical and structural detail in the wood represents the woven pleat effect in the Olive Woven wrap.
When I started sketching the Spring 2011 collection I knew that for this particular season I wanted to do an ‘out of the box’ setting. In almost every spring ad, the visual concepts and emotions you see/feel are: floral, whimsical, fresh, hyper colors, and gleeful patterns. So I took those concepts and played around with it to create my own pieces.
For an example, there can’t be a spring collection without a little bit of floral! However, I feel that floral prints are overplayed in hijab fashion. I cant help but feel like your head isn’t meant to be a flower pot. In almost every hijabi store I’ve been to, the majority of the scarves are floral, and although some of them are nice, its not ALL that we want wear. So instead of using only rose print fabrics in this collection, I decided to also try to bring the rose to life and design it into the scarf itself. The result of this creation is the ultra elegance and chic De Rose scarf where fabric roses are lined along the back of the scarf to create a gorgeous focal point. See it for yourself!
If you pay attention to the details, even the names in the collection were in a foreign language that took your mind to a certain destination.