The Eid Edit

Dubai, United Arab Emirates, May 06, 2020:   The Eid Edit by Deema Ajlani from the upcoming Spring Summer 2020 collection, is a light and genteel tribute to the continent of Africa and its rich tapestry of culture and customs.  Six original pieces make up the relaxed and carefree capsule, combining a warm and radiant assortment of colours with luxurious fabrics and intricate embellishments. An acknowledgment to the rustic charms of organic fibres, the Eid Edit is comprised only of natural materials, including linen and cotton, with designs that reflect the vibrant textures and patterns of African tribes and customs. 

A distinct detail is the ornate use of ‘cowry’ shells across all of the designs. Once used as a means of currency and an important mark of trade amongst African and Asian networks, the cowrie shell is an exquisite motif that adds a historical and almost symbolical touch to the collection. Referencing traditional African names, the edit is comprised of the Ife Dress; a pink flower print puffed sleeve maxi dress with beaded belt; a personal favourite of designer, Deema Ajlani. The Masika Blue Tribal Dress; a midi dress with a cuffed sleeve yellow hand beading on exclusive printed fabric is a bright and beautiful nod to the traditional African wax fabrics and tribal patterns. The Nala Dress, which comes in three distinctive colours, showcasing a bold indigenous print in yellow or a stunning starburst in toast and red. Each starburst is made with the signature skilful embroidery recognised with the designer and adds another touch of magic to each individual dress in either hand-beaded multicolour or gold. 

As the Holy month of Ramadan comes to a close and summer fast approaches, the Eid Edit is a celebration of culture and colour. Two elements central to the very ethos of Deema Ajlani who takes us on a journey inspired by stories of the past, through skilful artistry and delicate detail to make this edit an inspiring collection for the start of summer.