Visiting the showrooms of Paris is an amazing way to connect with innovative storytellers from around the globe. This past season, I had the pleasure of meeting Maida Ghide of Toronto Canada who created the label Annafora in 2012. She was at Cube Showroom to showcase her latest collection, Them, for this upcoming Spring Summer season. Even before seeing the collection, I got to chat to Maida at one of the many cocktail parties of the week. it was so refreshing to meet another designer who focuses on the story and aesthetics of her craft. Annafora is also created for anyone who believes that the clothes should be defined by the individual, not the other way around. Annafora is not menswear, nor is it womenswear, as those concepts were created to categorise people.
For Them, I definitely got some African vibes when I first laid eyes on the display. It all made sense when Maida told me of her Eritrean roots and how those, coupled with her multicultural upbringing in a major city, have influenced her creative process. Each piece is a stunning mix of perfectly constructed silhouette with soft and flowing fabric. I also love the styling of the images for this collection, as the gender of the model is not immediately evident, an intentional nod to breaking the shackles of conformity. The collection uses natural fibres like silk, cotton and bamboo jerseys to create a story where "enlightenment of the mind transcends evolution to the body." With this collection, Annafora proposes that our future comes from embracing the evolution of humankind in harmony with the environment rather than fighting against it.
Annafora is the future of the industry in another perspective. At the core of the brand is respect for the world in which we live. Their philosophy is that the production of their work will not compromise the health, safety or human rights of any individual.
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