From a unique start more than a decade ago creating dresses from paper in the United States to dressing the stars of the Arab world from one of her studios in Saudi Arabia, Razan Alazzouni has had an exciting journey into fashion unlike any other.
Known for intricate hand-beaded flowers and delicate embroidery that have become signature components of her eponymous label, Alazzouni is a master of feminine sophistication looking to dress “a strong, mature, and bold woman ready to make a statement.”
While her gowns crafted from layers of chiffon and silk are the picture of red-carpet elegance, the Saudi designer is expanding into brightly colored wide-leg pants and tailored tops in the upcoming SS20 season.
“This collection is inspired by movement in nature,” explained Alazzouni. “That is the reason a lot of the beading is done using beads that move naturally while the woman is wearing it and going about her day. The beads are meant to create shadows using tassels and the combined layering of embroidery and beads.”
Departing from her usual hues of pastel and neutral tones, Alazzouni believes “SS2020 is all about bold colors, which is why we used a lot of fuchsia and orange accents.”
With a background in fine arts and sculpture, it’s no surprise Alazzouni’s creations incorporate dynamic elements and innovative materials to mimic the originality of artistry. For her, design is an emotional process—all the way from sourcing the perfect materials to help her emulate a certain effect to placing the next trendsetting dress in a customer’s hands.
Although it’s difficult to beat the feeling of finishing a collection and seeing the final result firsthand, seeing people’s raw initial reactions and knowing they’re happy wearing her design trumps that sole internal satisfaction of completion.
“At the end of the day, you want the dress to make a statement or to create a trend,” said Alazzouni. “You need to create emotions.”
Watch the video above for an exclusive behind-the-scenes look of Alazzouni’s creative process and scroll through her upcoming SS2020 collection in the gallery below.
Video by @mstudio_sa