When we found out that our favorite stylist and art director, Farah Assaad, had just launched her new fashion line, FarahForReal The Brand (FFR The Brand), we were so excited to find out more! Her inaugural collection titled Safari, has been inspired by nature for the past two years. The collection also carries a strong message of preserving nature and whatever else you may be inspired by!
Although launching her own brand has been a life-long dream, Farah decided to take the plunge when she was unable to find unique, high fashion pieces that celebrate a woman for her campaigns and for herself. She designed FFR The Brand to make women feel empowered, and a glance at her latest collection shows that she has been able to do just that.
The Safari collection is a must-see, must-own situation for us, the pieces in the collection have a strong editorial look and feel and feature natural fabrics such as Italian silk, organic cotton, and linen, that are perfect to keep you cool this summer.
Farah was chatting to us about how the collection draws inspiration from nature with its beautiful organic elements, colors, and wild animal prints. Since the collection is inspired from nature, she was also very careful to make sure that it is cruelty-free and uses sustainable materials. This intentional decision serves as a reminder for people; although we can be inspired by the beautiful things in life, we must preserve them, so others can take inspiration from them too.
From the collection, Farah’s personal favorites pieces are the Zebra Gala top and skirt, this was not just because she is definitely feeling zebra prints or because these are the first pieces she designed, but she tells us that you have to try the pieces on to fully grasp how stunningly the fabrics accentuate the feminine figure – we are definitely in love with these pieces too!
When asked about the response to the brand, Farah tells us, “It has been overwhelmingly positive! Women are such beautiful beings, the support I’ve received since the start has been so humbling, and it just feels amazing knowing that all the hard work that’s taken place is being met with so much positive feedback, some pieces were already sold out before the launch of the website!”
Farah has set her sights high for the brand, she is targeting global success. She wants to reach people from all over the world and make editorial fashion accessible to them. She tells us that the aim for this brand is to allow inspiration to guide her, and the frequency and types of collections the brand launches will be driven by what inspires her and when.
In Farah’s opinion, fast fashion has created an environmental crisis, and it is our responsibility to try to put an end to it. That is why FFR The Brand uses high-quality fabrics, that are made to last and be re-worn, dressed up or down, that don’t follow a fad or craze. The pieces are timeless and unique, and limited in number; each piece is special. This is the true ethos of FFR The Brand.
Farah is super passionate about the brand; she tells us that “This brand means a lot to me. It’s an extension of who I am and what I represent. I’m super-excited to see where it’s headed, and I can’t wait to witness its growth. Also, men – there’s something coming your way from FFR The Brand too, so stay tuned!”
The Bazaar Magazine team is so excited to see how this brand evolves over the next few collections; we are super eager to see more! We suggest you head over to the brand’s Instagram and browse these stunning pieces @ffrthebrand and perhaps pick up a few before they sell out at www.ffrthebrand.com!
