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Q&A: Andraya Farrag, founder of BEDOUIN

Lauretta Roberts
11 July 2016

A graduate of Central Saint Martins, British born designer Andraya Farrag divides her time between the UK and Dubai. She has launched BEDOUIN, a contemporary affordable luxury label, that specialises in travel-friendly day-to-night pieces. Stocked by a number of prestigious retailers in the Middle East, Farrag now has her sights set on the UK market.

Tell us a bit about your journey so far; how did you get into designing fashion and what did you want to achieve with setting up your own label? 

I have been designing from a young age but my career as a designer really began when I started my degree at Central Saint Martins. It was here that I honed many skills, discovered my determination and realised that with a lot of hard work and creativity you can achieve more than you ever imagine. I have worked for many brands including Marchesa and Edun in New York and Matthew Williamson in London. It was these experiences that taught me about the many stages of starting a fashion line.

Just before launching BEDOUIN I moved to India where I worked at an embroidery factory producing collections for the likes of DVF, this experience is really what led me to launch BEDOUIN. I have always loved to travel and discover more about culture but I found that travel friendly brands always have a very bohemian approach. Therefore BEDOUIN provides easy-to-wear travel friendly items that honour our customer's contemporary style no matter where in the world she is.

Where are you positioning the brand in terms of target retailer and price point?

Our target retailers are mostly department stores such as Selfridges and Browns. BEDOUIN items are versatile and can be interpreted into many wardrobes. It is important that our customers experience the brand adjacent to other brands so that they are able to style the pieces to reflect their personal taste. Our retail price points vary from £140 to £695 however the majority of items sit around the £200 mark. We pride ourselves on creating pieces with luxurious fabrics and a high end finish yet maintain an affordable price point.

Are there key pieces that you want to include each season or does it vary?

Since day one we have been producing bomber jackets and I am very lucky to say that we have had almost 100% sell through each season. Contrast is one of BEDOUIN’s design signatures whether that be combining tradition with a contemporary silhouette or applying metallic jacquard to an urban parka, and I truly believe that this is what makes the items so special. We have now introduced many jackets as it really is what we do best so there will be lots of surprises for the coming SS17 collection.

Bedouin

The signature bomber jacket from the AW16 collection

There is a lot of pressure on designers to be creative and drop eight collections a year, for instance, how do you feel about that and how will the Bedouin season schedule work?

BEDOUIN is still emerging and growing and although it is important to eventually offer more and more collections per year I want to make sure I am providing my customer with the best I can offer. I really put my all into each season and feel so grateful for everything that I am learning and how the collections improve over time. BEDOUIN does work to the international fashion calendar and we now hope to produce large enough collections that there will be suitable pieces for the entire season.

From where do you draw your inspiration and how does the process of putting a collection together work for you?

Inspired by the beautiful nomadic tribes of the desert BEDOUIN believes in "Style Without Borders". We create versatile, go to pieces that can take you from day-to-night no matter where life takes you. Each season is inspired by a different culture, environment or destination combined with contemporary design and luxurious fabrics.

To begin I come up with the theme, source fabrics from our amazing suppliers and start designing straight away. I have a big empty wall in the studio, which very quickly gets covered in inspiration, fabric manipulations and hundreds of designs. Developing the collection always includes sketching, sewing and draping simultaneously. I find that working with different mediums really helps me to visualize the collection.

Our AW16 collection drew inspiration from the intriguing culture of Japan, combining urban street style with traditional geometric patterns, traditional dress and waterscapes.

However, most importantly each season is inspired by our customer, how she might style the pieces, what scenarios will she wear them? Every item is designed with her in mind channeling an understated yet confident style that flatters.

Bedouin

Japan provided inspiration for AW16 collection

Is there a BEDOUIN woman? Do you design with a specific person/customer profile in mind? 

The BEDOUIN woman is a contemporary global woman with a love for travel, clean design and music. As a social and independent woman, she loves the world and gets inspired by people and diversity. Although a very modern woman, she has a deep appreciation of culture and tradition and combines that with her minimalist style through fashion, interiors and even the hotels she stays in.

Our woman is always on the go, whether she is a career woman, a mother of three or a hard working student she has big dreams and aspirations. As a spontaneous woman our customer seeks easy-to-wear, statement pieces that she feels flattered in. BEDOUIN’s main focus is to help our woman achieve inner confidence giving her more time to enjoy each moment.

Where are the clothes made and how and where do you source fabrics for instance?

The clothes are made in Dubai in a facility with amazing working conditions. I am quite hands on and spend a lot of time with the team overseeing the production. All of our fabrics are sourced in Italy, Japan and Spain most of which are custom made or dyed.

You are making a push for the UK market now, what is it about this market that you feel will make it a good space for you to be in?

BEDOUIN is a celebration of culture and diversity transformed for the contemporary woman at a contemporary price point and feel that for that reason the UK is the perfect market for us. The Middle East has been very kind to us as a brand, however I am British and was born and lived in the UK for most of my life, it’s also where I began my career as a fashion designer. Living between Dubai and London I have come across many style contrasts. Applying the more feminine over the top style of Dubai with the more understated urban style of London has become a signature for BEDOUIN.

Bedouin

Full length-dress with back detail from AW16 collection

What are your ambitions for the Bedouin brand moving forward?

I envision that BEDOUIN will continue to go from strength to strength and become an internationally accessible brand. I hope to achieve this by continuing to work hard, listen to my customer and provide her with fresh and exciting collections each season.

As I am inspired by the world and diversity, I hope that BEDOUIN will be stocked in established stores across the globe and that our customers will turn to us for the go-to statement pieces in their wardrobe.

Which other designers past and present inspire you and why?

Although very different to BEDOUIN I’m so inspired by the amazing Alexander McQueen, he was a true genius and so incredibly creative. I am also inspired mostly be the fashion of icons throughout the 60’s, 70’s and 80’s such as Grace Jones or David Bowie. Currently I admire Phillip Lim as a designer. I always enjoy his fabric combinations and how he plays with silhouettes that remain subtle and flattering.

For more information, visit the BEDOUIN website.

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