Emergent fashion markets can be volatile, so why risk? Why not work with established brands?

Hmm, I think out of empathy… I was never pushed or limited in my creative development. My grandma still has sketches of wedding dresses that I made at six or seven years old. You know, Lebanese weddings are a cultural phenomenon! [Laughs] I used to sing and dance and wanted to go to drama school. Parents encouraged me to focus on the business side of the arts. Now I want to do everything I can to make sure talent can get out there. You see, I’ve done “big” for a decade. In fact, everyone on my team comes from a top brand or a major agency. We all have worked on multinational campaigns with mega budgets. We want to put that knowhow to better use, because the drive is unparallel. A one-page editorial can bring joy and make all the difference to a growing brand. For big brands, it is a joke, an insult. Plus-minus a thousand likes means nothing to them. When you see an account grow 10, 50, 100 thousand followers in a year, there is real excitement, real engagement. The sense of discovery is what is lost in big brands right now. It is such a beautiful and rare feeling.

Bridesmaid Dresses