Dubai, March 2013: Taking inspiration from the sophisticated and delicate beauty of the East Asian landscape and heritage, Effa created a SS 2013 Pret a Porter collection that combines elements from the aesthetic of modern Japan and Korea with subtle 1950’s vintage references that merge effortlessly with her signature feminine lines to create a glamorous and truly modern collection.
Playing
with the contrast of metallics and different soft and fresh spring colors like
soft powder pinks, pearlescent greys, crisp white, fresh Yellow, mint green and
corals. Black and white is also a strong feature, as well as a strong influence
of Silver in the collection.
The
fabrics used were plain silks and satins, laces, pleated skirts and printed florals.
Effa’s exclusive signature print for the season drew inspiration from the Asian
lilies and was contrasted with jewel elements with in the print. Effa also
included a subtle ‘denim’ version of her signature print for the season to give
a young and modern edge to the collection. Some of the pieces were adorned with
hand beaded embroidery embellishments and the use of sequined laces and
textured metallics give depth of texture to the pieces.
Full
skirts, Peplums and ruffles were a strong features in the designer’s Ready to
wear collection., as well as her signature draping, long flowing skirts and
wide belts. Effa’s Ready to wear
collection has developed and diversified from season to season, with more than
35 looks in this collection, from red carpet gowns, cocktail dresses, evening
ensembles to more casual separates that include blazers, skirts, tunics,
oversized shirts relaxed trousers, tops and turbans.
The
Asian influence was also present in the SS
2013 Abaya Couture collection, with a focus on looser classic cuts, using belts,
black on black hand embellishments, metallic
textures, sequins drapery and laces. Effa’s signature draping remains a feature
in some styles, but the focus was on mixing textures and shape. The
designerplayed successfully with distinctive fabric combinations and textures
to give a rich feel. “This Summer I wanted to created a versatile yet fresh
and feminine collection that is effortless to wear with a focus on soft shapes,
intricate laces, embellishments and beautiful prints that work perfectly in the
climate of this region and equally well for summer vacations abroad”
Effa's profile:
The designer, Effa, is a Saudi national who is based in Dubai. Having
graduated with a BA (hons) degree in Fashion from the Surrey Institute of Art and Design in Epsom, United
Kingdom, she began her career working as a brand manager and fashion buyer. Her
role gave her invaluable experience with internationally acclaimed brands such
as Christian Lacroix, Emmanuel Ungaro, Valentino and John Galliano.
Through her work as a professional fashion buyer, Effa was motivated to
design a luxury fashion Abaya line that would satisfy the demands and tastes of
the modern, trendy customer in the Middle East.
Her style is greatly influenced by the great designer brands that she
worked with, but her Middle Eastern culture and her love of colour continue to
be an inspiration for her designs. Focusing on femininity, her abayas are cut
so that they emphasise and enhance the female form.
Effa is renowned for her couture like attention to detail, and each
piece displays her passion for intricate design yet leaving the wearer with a
luxury feel.
In 2006, Effa launched her first
prêt-a-porter collection. The pieces were colourful and trendy, luxurious and
feminine, whilst always incorporating an element of fun.
In spring 2007, the EFFA 'Abaya
Couture' collection was launched. The Effa
'Abaya Couture' line is designed for the independent, active and modern
woman that wants her abaya to reflect her personality whilst keeping her
cultural identity. Coined by some as the 'little black dress' of the Middle
East, there is an Effa Abaya to take you from work to play and evening with
effortless style.
By spring 2011, Effa launched her first lavish boutique in Dubai, UAE.
Her collections could be described as
contemporary clothing that compliment the Middle Eastern lifestyle with a
European twist. The designer is greatly
inspired by the gowns and costumes throughout history and always re-interprets these styles in a
truly unique and modern way.
Effa
believes that colour is life with its fresh vibrant shades. She likes
experimenting with new cuts and drapery, and always aims at bringing out the
best of the female form. Effa creates clothes that make women look and feel
good.
Effa's philosophy is that fashion should bring out the femininity and glamour
in a woman, and her designs are a successful combination of brilliant colours,
special luxurious fabrics, signature in house-prints and beautiful cuts aiming
at showing off the best of a woman regardless of her shape or size.
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