Turning away from marketing driven storytelling the FW17 collection of MAI-GIDAH offers a take on big coats, some reflecting a military influence. Focusing on the pieces itself rather then an overarching narrative the collection is not an illustration of a romantic thought or story. Instead Hand painted scenes of a tailor at work illustrate the dedication to craftsmanship of the brand. Using old-fashioned techniques that have gone out of style due to the more labour-intense nature and the need for an evermore faster fashion. The less obvious «old» techniques offer better quality and durability, a poignant reminder of the need of every artist and designer to create something new but timeless.

Photography: Christophe Suant
Styling: Sato Okoro
Art Direction: Yarza Twins
Grooming: Pace Chen
Model: Waz George (NEVS)