VERSATILE, SPONTANEOUS AND IMMENSELY TALENTED ANDRAYA FARRAG IS THE CREATIVE DIRECTOR AND FOUNDER OF BEDOUIN, A CONTEMPORARY READYTO- WEAR LABEL THAT ASPIRES TO CREATE FLATTERING, EASY-TOWEAR COLLECTIONS WITH CONFIDENT STYLE. WITH A DEGREE IN FASHION DESIGN WITH MARKETING FROM CENTRAL SAINT MARTINS, ANDRAYA HAS WORKED WITH A WIDE BREADTH OF BRANDS; FROM COMMERCIAL TO LUXURY, INCLUDING MARCHESA, MATTHEW WILLIAMSON AND EDUN.
In conversation with Nupur Jaisinghani.
Who do you think is the ideal BEDOUIN woman? Who is your target audience?
The BEDOUIN customer is a global citizen that has been exposed to cultural diversity all of her life. As a spontaneous woman, she seeks day-to-night, go-to items that give her an effortless and confident style. With a culturally diverse and fast paced lifestyle, she values easy-to-wear staples that can mix and match with her more statement items. She appreciates contemporary designs, attention to detail and minimalism, which reflects her creative yet understated wardrobe.
Take us through your creative process.
I start off with a theme. For the AW15 collection, I chose the Nevada Desert. I researched this theme as far as I could until the ideas started unfolding. I usually travel to the Premiere Vision fabric fair where I select fabrics from suppliers from all over the world but mostly from Italy. Then the designing begins! I work on paper making rough sketches while draping on the stand simultaneously. I usually reach over 100 sketches and then I begin to narrow them down. I do about half of the pattern cutting myself and the
other half is by my pattern cutter. Each style is then toiled until it fits our fit model to perfection and then the sample production begins!
Describe your personal style in one word and how much does it contribute to your designs?
Versatile! BEDOUIN is all about being spontaneous and allowing you to go from a day to night look in the same outfit. When I design, I always think about where each piece is going to be worn and how it can be styled. A while back, I wore the Dusk Dress from the AW15 collection with a pair of trainers and switched it up with some heels and red lipstick to go for dinner. It’s that simple really!