April 2013 archive



There are moments in your life when you know you are in the presence of something big, something monumental.. for me, one of these occasions happened to be the YOUNG BLOOD launch by Mayada Khammu at The Wellington Club.

Having already gained exposure through the likes of The Daily Mail, The Guardian and the Huff, not to mention celebrity clientele like Rita Ora & Angel Haze, YOUNG BLOOD is fast gaining momentum and I was thrilled when I got invited to the launch.

In Khammu‘s own words, her brand is “..a reflection of the political voice of 2nd generation British-Arabs. As the dictators had their rise in the 80s, their fall is now with the Arab Spring, as the young generation is fighting against the old constraints and shaping a new reality”.

“We want to hold on to our Arabic culture, while at the same time moving forward with the times”.

As a British born South Asian girl myself, I really identify with Mayada‘s message… and can’t help but root her on. Arab, Pakistani & Indian girls in this country have struggled over generations to hold onto their roots whilst immersing themselves in the culture of a fast paced Western World.. Mayada, however, finds that balance perfectly in her collection through a mix of traditional techniques and modern materials. To me, her bold pieces speak of changing times, breaking stereotypes, evolving cultures and how, through the ashes of The Fallen, Young Blood will rise..

Check out my photo’s from the highly impressive launch night in the effortlessly cool Welly Club..

IMG_0212-001 IMG_0227-001 IMG_0229-001 IMG_0233-001 IMG_0236-001 IMG_0238-001 IMG_0245-001IMG_0250-001 IMG_0253-001 IMG_0263-001 IMG_0268 IMG_0270-001 IMG_0273-001 IMG_0275 IMG_0279IMG_0279-1 IMG_0291-001IMG_0302 IMG_0307-001 IMG_0309-001IMG_0307-002 IMG_0322-001 IMG_0323-001 IMG_0331-001 IMG_0333-001

That’s all for today Londonistas.. Thanks for reading! Until the next post..


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