Wednesday, 12 February 2014

PREVIEW OF THE AZZA FAHMY FOR MATTHEW WILLIAMSON AW14 JEWELLERY COLLECTION

As London Fashion Week fast approaches, Matthew Williamson and the luxury Egyptian jewellery house, Azza Fahmy, are putting the finishing touches to their second jewellery collaboration. The contemporary jewellery collection will be unveiled at Matthew Williamson's AW14 catwalk show on Sunday evening at the magnificent One Great George Street.

You can read all about the collaboration in my exclusive post for Harper's Bazaar, plus read additional quotes from the designers and see more image below.


The Azza Fahmy for Matthew Williamson AW14
Jewellery Collection mood board



Created by Matthew Williamson, Azza Fahmy, the founder, CEO and Chief Designer of Azza Fahmy, and her designer, Amina Ghali, the 11-piece jewellery collection will be shown in 18ct Gold on Sterling Silver for the LFW show. The pieces will also be available in Sterling Silver when the collection goes on sale in September and will be available in Matthew Williamson’s flagship Mayfair store, as well as online, and similarly online and instore from Azza Fahmy.

Working with Matthew combines the talents of both design houses on a theme that is even more closely integrated with Matthew’s fashion collection,’ says Azza Fahmy, ‘We always relish the opportunity to create interesting pieces and this discreetly elegant, yet commanding, collection has allowed us to achieve this.’


I was inspired by the high-glamour and allure of the empowered, composed woman…
Matthew Williamson


The designs are being kept closely under wraps for the LFW show, but this exclusive peek at the moodboard, plus the team’s comments on the build-up to the show and the success of the current S14 collaboration, gives a glimpse into the thinking behind the AW14 collection. ‘It’s set to be a very exciting show,’ reveals Matthew Williamson of his LFW presentation, ‘I was inspired by the high-glamour and allure of the empowered, composed woman.’

While not giving too much away, when pressed about the look of the collection Amina Ghali responds, ‘All I can tell you, is that the collection captures high glamour.  And while we have never addressed anything similar to this before, the result is unique and captures the essence of both Azza Fahmy and Matthew Williamson.

The planning meeting: L to r: Azza Fahmy, Amina Ghali 
and Matthew Williamson


Almost six months in the making, the AW14 collaboration kicked-off last October with a planning meeting at Matthew Williamson’s head office in Mayfair.

According to Matthew Williamson, ‘This early meeting was integral to run Azza and Amina through the initial inspiration, mood and feel of the Matthew Williamson A/W14 designs. We really wanted to ensure that the jewellery echoed the spirit of the collection.’


Discussing fabric swatches, surface interests and colour combinations for AW14:
l
 to r: Danielle Scutt, Head of Design, Matthew Williamson; Matthew Williamson;
Azza Fahmy and Amina Ghali

‘We all needed to come together to ascertain Matthew’s vision for his AW14 fashion collection and to discuss the various elements that lend themselves to the jewellery,’ confirmed Amina Ghali, ‘Importantly, we got an understanding of the feel of the collection – style, mood and silhouettes - and gained an insight into Matthew’s inspirations for the collection, as well as sharing our initial respective creative thoughts.’


The collection captures high glamour...the result is unique and captures the essence of both Azza Fahmy and 
Matthew Williamson
Amina Ghali


With the look featured on the AW14 moodboard confirmed as pared down, extremely modern and creatively reinterpreting the star motif, this collage of images is an important step in the design process. ‘A mood board is an essential tool for any project. It helps crystalise the vision and ideas,’ comments Matthew Williamson, ‘And helps to communicate these to the team.’

Amina Ghali agrees, ‘ It serves as an initial direction and helps the Azza Fahmy design team bring together the inspirations of both design houses. Importantly, a moodboard works as a focus, keeping creative thoughts in perspective.’


 Amina Ghali selecting semi-precious stones for the Azza Fahmy 
for Matthew Williamson AW14 collaboration

The collection features shimmering semi-precious stones, such as green amethyst, citrine, garnets, pink tourmaline and peridot, which perfectly compliment Matthew Williamson’s penchant for playing with colour.


‘From a design perspective, the collaboration allows us to explore and further expand our design approach. It's like you're marrying two brands together to create a whole new product,’ explains Amina Ghali, ‘From a business aspect, it allows both brands to reach each other’s audiences, while adding to the offer we provide our respective clients.’


 Master craftsmanship is at the core of Azza Fahmy jewellery,
 as illustrated in this hand piercing technique

This attention to detail is also at the heart of Matthew Williamson’s design ethos, whose current collection includes hand-drawn designs and intricate embroidery. ‘I had been introduced to Azza Fahmy and, after an initial meeting, we felt there was a real synergy in our shared love of art, architecture and craftsmanship,’ says Matthew Williamson, ‘And the collection really developed from there.’


Both brands have so much in common, concurs Amina Ghali, ‘Our approach to design and how we do our research is very similar to Matthew’s. This doesn’t only relate to the AW14 collection, but also to the initial SS14 collaboration.’


Azza Fahmy for Matthew Williamson SS14 Collection - Sterling Silver and 18ct Gold architectural ring with semi-precious stone detail









When asked to define who the Azza Fahmy for Matthew Wiliamson woman is, Amina Ghali is quick to respond, ‘She's someone who very much appreciates design, is looking for something fashion forward, yet timeless at the same time, but most of all she's looking to wear something unique.'


Azza Fahmy for Matthew Williamson SS14 Collection

Amina Ghali’s favourite piece from the current Matthew Williamson collection is this Abstract Flight curved paneled maxi dress in Rainbow. ‘I just love how you can dress it up and down,’ she enthuses, ‘The print is so bold, yet simple, and I love how it was styled with the Azza Fahmy Gold Dome ring (see below image). It was just perfect! I adore the design of the ring - the structure is very bold, yet can be worn by many different people. I also love how the ring can be worn on one finger, but sits so comfortably across the next finger.’


'I loved the gold chain necklace adorned with coins and medals - it conjures-up memories of treasures found on far-flung travels…'
Matthew Williamson


Azza Fahmy for Matthew Williamson SS14 Limited Edition Sterling Silver Dome Diamond Ring

Amina Ghali attributes the initial catalyst for the Azza Fahmy collaboration with Matthew Williamson to, ‘Our shared design and cultural approach. Matthew also understands the culture of our local markets in the Middle East and Africa, so it was easy to see that our similarities would work in a cohesive way and here we are…’ 



 Azza Fahmy for Matthew Williamson SS14 Collection - the architectural Azza Fahmy Gold Fan Ring and Stacked Motif Ring compliment Matthew Williamson’s abstract butterfly print silk georgette gown

 Highlights from the SS14 Matthew Williamson  – instore and online from 17 February

‘I don’t have a single favourite piece from the current Azza Fahmy for Matthew Williamson collection,’ concludes Matthew Williamson, ‘Though I loved the gold chain necklace adorned with coins and medals - it conjures-up memories of treasures found on far-flung travels.’


Azza Famy: www.azzafahmy.com

Matthew Williamson: www.matthewwilliamson.com

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