MAYADA KHAMMU - YOUNG BLOOD COLLECTION LAUNCH - Fashion SoundtrackFashion Soundtrack

Last night we headed for Knightsbridge to see highly regarded designer Mayada Khammu unveil her new collection. The Launch was held in the fascinating and appropriate Wellington nightclub that showcases modern art work including pieces from British genius Damien Hirst. The show itself was young and fresh, the kind you wanted to run for an hour longer than planned. We loved how the models began the post show party still dressed head to toe in the collection.

Young Blood collection tells the tale of the New Age nomad, with roots in two different worlds. Young blood is about the East and West. “We want to hold onto our Arabic culture, while at the same time moving forward with the times,” says May. The modern and the traditional are characterised through conventional shapes, techniques and detailing.

The collection challenges the conventional norms of what is masculine and feminine by incorporating original fetish materials such as latex in masculine shapes . May explains, “this is a representation of how women are equal to men.”

Couture lingerie and functional swimwear pieces are also integrated into the collection, in contrast to 80’s Buffalo styled street wear garments such as recreated MA1 jackets and biker jackets in luxury fabrics.

Mayada Khammu is about creating ones identity and fashioning a unique style. “I want to move away from the disposable fashion culture of today, where everyone ends up looking the same,” states the designer.

May wants Young Blood to become, “a creative platform, more than just a line, a place where all art forms inspired by East and West come together.”

Khammu has worked with some of the best in the industry, including the likes of Luella and Christopher Kane, before creating her own label which remains strong and swagadelic ! The muse for her ‘YOUNG BLOOD’ extravaganza is musician Azealia Banks…

“She sticks two fingers up through her music, she demands to be heard through her art form and is not afraid to be different. She is just herself” says May.

Following great success and popularity, the Young Blood brand has attracted celebrities such as Rita Ora & Angel Haze. Mayada emphasised her modern culture through an incredible choice of fashion soundtracks complete with hip hop and old skool 90’s tunes. Check out our instagram gallery and music playlist from the show……….

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