Jewelry designer Amina Ghali arranges the pieces of her new collection that has just been unveiled at London Fashion Week.
The pieces are for the luxury jewelry design house, Azza Fahmy.
In a fashion first, the Egyptian brand has collaborated with British designer Matthew Williamson, providing some of the jewelry showing alongside Williamson’s 2014 Spring/Summer collection.
Stacked, fan and structural rings, necklaces and cuff bracelets all make up the capsule collection which was unveiled to the waiting fashion crowd on Sunday (September 16).
Speaking after his show, Williamson explained how the collaboration between the two design houses came together.
”They just got in touch with us, and I saw their product and I loved it, and I thought, yeah, it’s you know to collaborate you have to be on the same page, and we were,” said Williamson speaking backstage.
Azza Fahmy has been in the jewelry industry for decades and has a well-established fashion following with celebrities including Rihanna and Arab royalty all spotted wearing her decadent designs.
Fahmy said the collaboration gave her brand the opportunity to tap into new markets.
”Always every so often we like to collaborate with someone big in the international market, because that gives us a great opportunity for us to be more known, it gives us the chance to think in a more open minded way. It gives us new clients and we become more well known in the international market, so we chose Matthew because we have some common things with him. He has a vision with his designs, his fabric is beautiful, and he’s known in the Arab world. We presented our work to him, and he was pleased with us, and so we worked together,” said Fahmy, standing next to Amina, who is her design partner and youngest daughter.
Speaking about her Fashion Week debut, Amina described the experience as an ‘honour’.
”I’m really happy, of course the Matthew Williamson brand has many things in common with the Azza Fahmy brand, and so of course it’s a great honor to be working with him, ”she said.
The items in the collection will be available in gold plated and sterling silver finishes, with garnet, green amethyst and citrine among some of the stones used in the collection.
The Azza Fahmy and Matthew Williamson fashion fusion looks set to continue for another season, with Williamson saying plans are already underway to combine their talents for next year’s Autumn/Winter collection.