At the beautiful Bentley hotel in central London, Samira Ebrahimi unveiled her latest beautiful collection. She collaborated with Gary James McQueen, the nephew of the late British Fashion Icon, Lee Alexander McQueen, whose artwork greeted arrivals and featured on some of the pieces on show, adding even more creative glamour to the collection. We spoke with Samira to find out more about her & her latest collection.
Tell us about how Samira got into fashion?
I came to the UK from Iran nearly 11 years ago as a nurse. Even during those years I would constantly be thinking about art and fashion. I eventually found the courage to start this journey and graduated with a degree in Fashion, with a distinction and was awarded the university prize.
I decided to create my own brand, a brand that would empower and inspire strong women. After working on my projects for so long, I finally launched in February 2018.
My father Hossein Ebrahimi and my grandfather in Iran have been running a menswear business for more than half a century. I have learnt so much from them -from the craft of the trade, to what it takes to run a successful business. Their determination has always influenced my own attitude towards my work.
Almost 3 years ago, a major clothing manufacturer in Iran burnt down from a terrible fire in the capital city. It devastated our family as the building contained most of our business. After seeing the pain it caused, I felt it was partly my responsibility to support and help them recover from this. It took time for them to rebuild everything again. Their setback made me feel like I myself was starting again. After the tragic incident 3 years ago, I could never have imagined I could survive this industry alone in the UK! SAMIRA EBRAHIMI the brand is inspired by my namesake, “Semiramis”. the Queen and Warrior of Babylon.
Tell about about you latest collection & the materials involved
Making this collection was one of the hardest challenges I have had to face.
I was working with a whole new team of tailors and seamstresses, who needed to be brought up to speed of the way that I work, and this required a lot of direction to ensure my vision was translated correctly.
The hardest part of the process was balancing the long days and nights required to bring 2 collections together at the same time. Days spent with the pattern cutting team and nights spent working on the hand made head pieces alone, which would take all my energy for the day after. I had to use every hour wisely to ensure everything would meet the deadline. Casting the models and dancers was extremely important to this story and became my second challenge as the characters were vital for each look.
I used net, satin, chiffon, velvet and silk fabrics. I also used pleated techniques on satin, net and chiffon.
My brand logo is prominent on some pieces to give them empowerment and it helps the pieces to remain timeless and unique. You can see the logo detail both embroidered and I also used bead work with latex on a corset to make it even more contemporary.
Let’s talk personal style, apart from your own designs, what’s your day to day style like?
My personal style depends on my mood and the setting.
Generally, I coordinate to the places I go and the people I meet. Chic and unique in the way I want.
How did collaborating with Gary Macqueen come about?
I found Gary’s art work in the Savage Beauty exhibition at the V&A museum in 2015, when I was fashion student. I bought Alexander McQueen’s books and started to research. I fell in love with McQueen’s textile prints. The “Fly Away” concept inspired me to collaborate with the exceptional Gary James McQueen, the nephew of the late British Fashion Icon Lee Alexander McQueen.
Taking his uncle’s legacy and moving the McQueens family heritage to the future, all Gary’s artwork has to have some emotion or a soul attached to it, which is why this collaboration is the future of fashion.. Any particular favourite colours or fabrics you enjoy using more than others?
Where do you get inspiration for a new design or collection from?
The Fly away collection is inspired by Nature.
The inspiration comes from my journey one day where I was mind mapping, exercising, experiencing emotions and feelings whilst walking through Green Park, in Central London. I was overcome by emotion.
I describe this in my words in this poem.
“As I walked through green park, I felt one with nature. As I walked I could feel the breeze gently brushing against my face.
I sat down and looked around me.
I then noticed a beautiful butterfly.
It gently flapped Its wings, flying high above me. I was then overcome by a feeling of uncontrollable emotions.
I closed my eyes and felt like my body was rising high above the ground.
Flying free like the butterfly.
Total freedom as nature intended. I could fly away wherever I chose.
No limit to where I could go.
Maybe we all have a butterfly in us.
I found mine. Could you find yours………..?”
What’s next for Samira, post LFW and the rest of 2020?
My next steps depend on the opportunities that arise from this collection.
I spend so much time in my work making sure that everything is perfect..I believe nothing is impossible and it’s my job to make impossible dreams a reality. Everything takes careful planning and focusing on the task at hand, developing ideas until I get the result I want to achieve.
My aim in 2020 is the time to shine. My label is an expression of my truth and journey. I will celebrate my strength and valour, which I have depended upon to navigate through the modern world, in style.
Bonus surprise wedding picture post-show!
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