Love & Peace: Wearing a cause on your sleeve
Heba Elawadi
Published: Oct 27, 2010 22:59 Updated: Oct 27, 2010 22:59
Celebrities love them. Fashionistas crave them. Why not? What’s more glamorous than fashion for a cause?
Egyptian designer, Heba Elawadi, shows us that giving back is always trendy whether it’s through her timeless “Pieces of Peace collection” or her flashy new “FunkyBling” collection. Her designs vary from simple and inspiring friendship bracelets to sexy bold cuffs that scream for attention. Perhaps that is why — from Vogue to Layalina — Elawadi’s collection has been featured in prestigious fashion magazines from both sides of the Atlantic!
Not only is Elawadi spreading “love and peace” one bracelet at a time, but the designer is also one of the founders of El Horreya: Designs for Freedom, a for-profit organization that sells fashion in support of various humanitarian projects in the Middle East.
Arab News got a chance to ask the 24-year-old designer, a graduate from the American Intercontinental University in London about her Hebz Collection, which includes ready-to-wear, lounge wear, fashion accessories, swimwear and handbags.
How did Hebz begin?
I have always had a love for fashion ever since I was a child. To be able to pursue it is one of my life’s biggest achievements. I started studying fashion design and marketing in 2002 and graduated at the age of 18. My first collection was launched at the Wimbledon Fashion Week in the United Kingdom in 2008. I find fashion designing an endless road of fun challenging experimentation. From the day I started designing till this day it’s been a continuous learning experience.
How has your family’s background helped in that arena?
My father set up one of the most exclusive children’s wear boutiques branded “Bimbo.” It was one of the most sought after high-end fashion children’s wear in the UK and other parts of the world. Being surrounded by fashion growing up it became a part of my life. I wanted to develop it and make a career out of it since I had a strong passion toward it.
Who is the Hebz woman?
The Hebz woman is a contemporary, confidant woman who is young at heart, trendy and sexy. She loves traveling and is open-minded and free-spirited. She is active and always up with the latest trends. She is a woman who lives, laughs and gives back to her community.
How did you come up with the concept for the “Love & Peace” bracelets?
The concept behind the “Love & Peace” design started when I wanted to do something charitable, yet still trendy. It was a way to have people contribute to people in need. I’ve always had a thing for hearts; I was constantly drawing them. So, when I was thinking of the design, I kept unconsciously drawing a heart. I then integrated the peace sign into the heart and voila! The “Love & Peace” was created!
Did you anticipate that it would become such a trend?
Honestly, not as fast as it did. It was the first piece I created for Hebz as a fashion accessory. I am a believer in my work which is why I invest all that I am into it. I have a vision, and I work hard at getting there. I am in no rush. I am enjoying the roller coaster of ups and downs that come with being in the fashion field, which also includes a roller coaster of emotions.
What would you say is the design philosophy behind Hebz?
The design philosophy behind Hebz is a strong and spiritual one. My designs offer protection. My “Pieces of Peace” Collection is oriental-inspired charms and friendship-accessories that echo my peace-loving beliefs.
Celebrities seem to be very supportive of your brand. What has been your marketing strategy?
My marketing strategy is brand awareness, brand awareness and more brand awareness! Marketing is the key to any successful business. I have been lucky to have celebrities support my brand. I think they know they are in a privileged position and want to give back.
Where are your items manufactured?
Hebz items are manufactured all around the world including Egypt, Brazil, Europe, India and Turkey. Since Hebz includes different types of items, I am always seeking the best quality and therefore experiment with different countries to get the best results.
What materials do you favor and why?
I work with different materials. Like I said, fashion designing is about constant experimentation and it’s the same with materials.
How have your roots influenced your design aesthetic?
My roots definitely influence my design aesthetic as I was born in a multicultural environment. My father is Egyptian, my mother is Moroccan, I was born in London and live between London and Cairo. So, the multi-culture has become a part of my soul.
How much of your own personal taste is injected into the line?
One hundred percent! When I first started, I was too busy trying to understand what others wanted, so it wasn’t 100 percent me. Since my Spring Summer Collection 2010, I have been putting 100 percent of myself into my brand. It’s the best thing I’ve done since it now has my soul in it.
In the future, where do you see Hebz’s position in the fashion industry?
I am hoping to build my company into a lifestyle brand to include clothing, shoes, accessories, home accessories, make-up, skin care, perfume and interior design — even a boutique hotel at some point, which are all associated with style. I also hope to gain more international recognition as a brand.
Any news for our readers?
We have just re-launched the website www.hebz.com, and we will be launching the online boutique soon. I just launched the Hebz “FunkyBling” Collection. The collection is made up of acrylic cuffs that are laser cut and hand finished with Swarovski crystals. It’s part of the Hebz “Pieces of Peace” collection, which is inspired from my “Love & Peace” symbol. “Pieces of Peace” aren’t just statement pieces, but are also protection amulets. I am also working on a new line of charm bracelets where you can choose your own charms and personalize them.