UAE

“La Vie En Rose” by Edith Piaf

AAVVA REVEALS ITS SPRING SUMMER 2018 CAMPAIGN

AAVVA, the brand known to blend cultural insights into UAE’s rich environment, has revealed its Spring Summer 2018 campaign. The new collection is inspired by the hit “La Vie En Rose” by French Singer Édith Piaf, is revealed through a campaign with aesthetics that showcase fashionably created pieces with colored checks, ultra broad pants and puffy hair. The clashing prints add to the club-like vibe, a very varied mix of art and history yet achieving looks that are suitable for the lime light and the street!

Taking this forward, designing duo Ahmad Ammar and Vincenzo Visciglia are keen on reflecting a glimpse of their own fantasy and inspiration from the famous melody, divided between street-wear and high-end fashion wear. A tone, almost lavish and kaleidoscopic, beautifully combines with the most prominent of trends in art history. The 1962’s pop art, “Masterpiece”, created by Roy Lichtenstein, as the undertone, this range combines the classic “Ben-Day dots” and speech balloons from the artwork which complements the almost narrative and artistic theme of the range.

Depicting their interpretation of the legendary artists’ moment of inspiration in coming up with the romantic fable, the designers have merged the romantic tune with fun pop art. The campaign features the moment translated into a beautiful shoot.

From an indoor, pumped up night background to the music generation, pushing to the baggy silhouettes, colored plaids and mix of fabrics, the campaign combines the exquisite feel of music and art. The designers have created spectacular pieces that are an opposing mix of the softness and the energy, the color and the subtleness, the flare and the fit to match the carefree, energetic spirit of the underground.

Through this beautiful mix of the new with the classic, reminiscing the remix of the golden hit number, AAVVA creates the pieces with an elaborate mix of tulles, chiffons and shimmering organza.

Always been recognized for their upbeat vibe, fine designs, and rich inspirations, the SS18 range sees AAVVA create pieces that showcase an Avant-Garde side to their signature laser cuts, architect inspired structure and diversified styles. The designers recalled the moment of inspiration. “This collection is full of art and passion that really fuels us in our designs. The SS18 is also the collection we revealed with our first own fashion show and we are amazed at the love we have received”, said Ahmad Ammar & Vincenzo Visciglia.

Forever empowering women, AAVVA’s SS18 collection focuses on the dramatic change in the women’s dress code that brought about more powerful feminism and free form.

AAVVA is available at their headquarters in Dubai Design District (Building #5), Galeries Lafayette in Dubai Mall and Le BHV Marais in City Walk, Dubai.

About AAVVA

Established in 2011 in Dubai, AAVVA is a Lebanese and Brazilian contemporary fashion brand founded by Ahmad Ammar and Vincenzo Visciglia. Offering affordable couture and free-spirited luxury fashion to a growing base of modern-minded consumers in UAE and worldwide, the brand tells a fashion fantasy that is built on architectural foundations. AAVVA creates relevant fashion for strong women, bringing out the soft, feminine side to the modern, chic and contemporary woman of today. Known for the use of beautiful fabrics and their unique perception of embroidery, AAVVA has emerged strong, making people fall for their unique sense of aesthetics and understanding of women’s silhouette arising from architectural background and sophisticated taste for innovative design.

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