"The world is experiencing something new,
something bitter and sweet. On the one hand,
we are losing a way of life. Social norms
have changed beyond recognition, workplaces
are having to scramble and adapt, loved ones
may be at risk or at bay. Yet, something hard
has given way to something softer. We have
been forced to slow down, to be mindful of
one another, to take a deep breath. This has
allowed us to see our same old world a new way"
Salim Azzam is just the vessel through which these crafts are preserved and reimagined. Just as the white veil adorns every woman, representing purity and authenticity, white is our baseline fabric. Every piece is hand-crafted and embroidered to tell a story, just as the women who create Salim Azzam are its very foundation.
Tout aa fruit was born from the drive to keep moving in the face of change, and it is a celebration. At the heart of the collection is one black outfit – acknowledging loss. The otherpieces are expressions of freshness and zest, a tribute to my father’s lifelong, steady work in the land. Colors lay atop colors, layers atop layers, delicate hints of summer burst on cuffs and collars, while fruits drape sleeves and majestically crown shoulder heads. Yellow, orange, red come together to create that dizzying joy of summer heat. The illustrations are simple but require hours of work – the way a fruit is deceptively sweet but grows from decades of tilled land. The intricacy of embroidery, in addition to the
newly incorporated, almost-forgotten craft of Shouf crochet, which requires stillness and
steadiness, make the collection. The virtue and the skill of patience is embodied in every
woman on the team. Globally, what better time
to practice patience than now?