An Embroidered Appeal: Toujouri’s Spring/Summer 2014 Collection

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Toujouri Lama El-Moutassem

Toujouri’s latest Spring/Summer collection reflects back on designer Lama El-Moatassem’s homeland of Palestine. Known for her sophisticated eveningwear, the collection takes a new direction with lots of relaxed and silky fabrics giving off a feeling that is at once romantic and easy going. Incorporated throughout are the rich patterned motives of traditional Palestinian embroidery – a heritage the designer wishes to preserve and commemorate through her latest creations.


“When you think of Palestine you often think of war and tragedy, but through this collection I hope to show more of the hope and new beginnings of my country,” says the designer. While the light garments, all found in a variety of soft pastel colors, are embroidered following the Palestinian style, each also has distinctly modern lines. “I’ve constructed the embroidery in a very graphic way so as to adjust it to the needs of the modern woman,” says El-Moatassem. “The colors and materials I’ve used are delicate and very feminine.”


While the collection certainly took a turn from Toujouri’s usual bold and sophisticated wear, it does continue the brand’s signature focus on embellishments. The silk garments were found in the form of A-line ball gowns, skirts and even jumpsuits, all of which were embellished using traditional Palestinian motives.

A mesmerizing vision of pink pastel style princess dresses were some of the hits of the collection. Such dreamy creations revealed a new side of the designer. “It’s a special collection because it’s the first time I felt comfortable enough to open that side of myself up,” she said. “We will still do sophisticated formal and evening wear, but this collection is decidedly more relaxed. We’ve dropped the shoulders and heightened the hems a little bit as well as introduced mid-length skirts. The whole collection is made out of silk – silk taffeta and organza, among other variations. I really wanted to refer back to the history of Palestinian embroidery and give it a modern look.”


A modern and gracious look has certainly been achieved. Peace is also reflected through El-Moatassem’s latest collection; it expresses a beauty that one often forgets when they think of the constant conflict of Palestine.

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