On a stunning visual essay for the fashion designer’s first digital window display
“I wanted my website to be more than just an e-commerce site, I wanted it to have an artistic platform as well,” says designer Lulwa Al Amin when discussing the concept behind the ‘window displays’ on her digital site, lulwaalamin.com. In a similar style to a brick and mortar outlet, the website’s landing page is used to spotlight the work of regional and international creatives to give them a platform to showcase their art, and to introduce shoppers to the Lulwa Al Amin brand in a creative and authentic way.
The first ‘window display’ artist to be showcased is Bahraini photographer Mashael Al Saie who was approached by Lulwa after her sister flagged the talented artist on Instagram and thought she would be a great fit for the website’s unique concept. Photographing the Central Saint Martin alumni’s latest collection, inspired by a practical and purposeful wardrobe for summer nights out on the town, Mashael’s visual essay, titled ‘Moon Child’ was inspired by astronomy and a child-like sense of play with the model draping herself in celestial-inspired fabrics surrounded by silver homewear for a make-believe setting that embodies the label’s fun, light-hearted feel. Using film rather than a digital format, the raw finish also adds to the nostalgic mood of the pictures, bringing an original, artistic dimension to Lulwa’s stellar current collection.
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