Rula Galayini’s short fashion film for Vogue Arabia celebrates the millennial woman who likes to switch up her accessories, challenge herself, and do so in chic ready-to-wear. “I felt that the best way to show the distinctive Rula Galayini brand promise of ‘dynamic accessories for a real-life edge’ and the unique functional aspect of our handbags, was through a film,” the DDFC/Vogue Fashion Prize 2016 nominee tells Vogue Arabia.
The project also taps into the brand’s enthusiasm to collaborate with young regional talent, and enlisted the help of Dubai-based creative collective Things By People (TBP). TBP was founded by Mansoor Bhatti and Faisal Shah with the aim to raise the bar on presenting emerging and established Arab talent and beyond. “Director Bhatti captured the brand vision perfectly, adding his own distinctive flair,” says Galayini. The result is a playful fashion-fuelled mini flick that looks at themes with an inherent whimsy. “The idea of the film is to show an empowered girl who challenges the status quo, often adopting an alternative approach to life,” Galayini says. “She is fuelled by curiosity, directed by instinct, grounded by ethics, and determined to leave her mark with intelligence and kindness alike.”
The film and collection comes as a response to a demand for authenticity and a lasting cause that resonates with women of all ages. “It’s for women who want to set their own standards and express themselves wholly without compromising on taste and, more importantly, on themselves,” Galayini says.
The film expands on the brand’s Spring 2017 collection entitled “Dynamic Duality.” Key handbags styles offer interchangeable elements and pop-off pieces that give the wearer the choice to switch up their look. “Today’s generation is more liberated and entitled than those before them. They dream more. They expect more. They search for more. They ask for more. They are in a constant dynamic overdrive questioning expectations, pushing the norms, and challenging the status quo,” says the Lebanese designer. The resonance of the film has depth and the collection is totally Instagrammable and versatile to boot.
The Rula Galayini Spring 2017 collection is available online and at Middle Eastern stockists, including Galeries Lafayette in Dubai Mall, Bloomingdales in Kuwait, and Harvey Nichols in Riyadh.