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Core by Sujood explores the intersections of art & fashion
By Huda Dabeet, Jordan News
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AMMAN — Core by Sujood was started by a 24-year-old Jordanian fashion designer and uses the same techniques the designer learned when she was a child to create unconventional pieces of clothing. اضافة اعلان
“I studied multimedia and visual art, then I studied fashion design; all of my projects and work revolve around fashion, and I’ve been combining art and fashion for a long time,” Sujood Darabkeh, the founder of Core by Sujood, said in an interview with Jordan News.
Darabkeh added that studying design helped her better understand the differentiations and subtleties of the field, which she uses when creating new collections.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
Darabkeh won “Khayt,” the Creative Jordan Fashion Designer Competition, in 2019. The competition chose eight fashion designers and gave them workshops led by renowned regional designers.
It aimed to improve collaboration between Jordanian fashion designers and manufacturers. During the final stage of the competition, Darabkeh was tasked with creating her own collection.
These collections had to have some connection to Jordanian culture, according to Darabkeh.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
“My designs were inspired by the Friday Market, or Souk Al-Joumea, and the old Downtown, and I chose these locations to reflect Jordanian culture,” she said.
Darabkeh added that she attempts to merge art and fashion in her collections. The designer relies heavily on collages in her work, and said that this technique is what distinguishes Core by Sujood.
“I like to start working on the concept then construct a prototype to ensure the design cut is correct, then design the print, and last choose the fabrics,” she said.
Oftentimes, when working on a new concept, Darabkeh said that she will have an epiphany for her next collection.
Then begins the process of translating that inspiration by arranging collages around a common topic, and then having it printed on textiles to create a finished product.
Collage art provides fashion designers with a great way to express themselves in the form of inspiration, or mood, boards: Photographic pictures, colors or fabric samples, magazine cuttings, and sketches that convey an overarching theme for a project can be juxtaposed during this stage.
She added that Core by Sujood’s signature is collage art. “The brand is enhanced and recognized more by using the collage art style,” Darabkeh said.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
Moreover, the designer described her personal style as “oversized designed” compared to traditional feminine designs.
She employs a variety of approaches to communicate this in her work, including digital printing, which she prefers.
Most of her designs and cuts are oversized, she said, adding that she wants to defy the norms of design and do things in an unconventional way.
“When it comes to design, I feel compelled to break the rules since everyone should pursue what they love and enjoy,” she said.
The designer went on to say that she believes that everyone should look at their work or anything they are passionate about artistically in order to create something properly.
Comfort and place
Core by Sujood provides ready-to-wear fashion, including shirts, bras, tops, trousers, oversized jackets, and blazers.
One of her most popular collections focuses on the concept that every person in life has a place that they feel more comfortable, whether it be the sea, nature, or a city.
“After asking a number of individuals what places made them feel comfortable, the collection was divided into several sections. Among these places were the sea, nature, and amusement parks, and the colors of the outfits and pieces were inspired by the colors of these places,” Darabkeh said.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
Additionally, the designer recently worked on a shirt about Palestine, with the design on the front depicting a Palestinian lady holding an olive.
She also included the Palestinian anemone flower in the design. In addition to the olive tree theme, the back of the shirt includes a design of the Palestinian keffiyeh.
This is the only shirt she has made that was inspired by Palestine, and it was created as a way to “show solidarity with the recent situation in Palestine,” Darabkeh said.
For her collections, she uses both local and imported products, and if the essential materials are not available in Jordan they are imported from outside.
The clothes are produced by Darabkeh in collaboration with a tailor and a team, according to the designer.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
She added that COVID-19 brought with it challenges to her clothing business, both in terms of sewing and production. However, it also gave her time to work on new designs and ideas.
Recently, Core by Sujood has started selling its products locally and internationally via Instagram.
The founder said that she has some ideas to expand her business, such as creating more professional website and opening boutiques inside and outside Jordan.
She said that social media has played a large role in supporting her online business, especially during a time when everything is going digital.
“Social media raises awareness about the brand, and helps reach more people,” Darabkeh said. “You only need to believe in your passion and goals, to reach success.”
Read more Fashion
“I studied multimedia and visual art, then I studied fashion design; all of my projects and work revolve around fashion, and I’ve been combining art and fashion for a long time,” Sujood Darabkeh, the founder of Core by Sujood, said in an interview with Jordan News.
Darabkeh added that studying design helped her better understand the differentiations and subtleties of the field, which she uses when creating new collections.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
Darabkeh won “Khayt,” the Creative Jordan Fashion Designer Competition, in 2019. The competition chose eight fashion designers and gave them workshops led by renowned regional designers.
It aimed to improve collaboration between Jordanian fashion designers and manufacturers. During the final stage of the competition, Darabkeh was tasked with creating her own collection.
These collections had to have some connection to Jordanian culture, according to Darabkeh.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
“My designs were inspired by the Friday Market, or Souk Al-Joumea, and the old Downtown, and I chose these locations to reflect Jordanian culture,” she said.
Darabkeh added that she attempts to merge art and fashion in her collections. The designer relies heavily on collages in her work, and said that this technique is what distinguishes Core by Sujood.
“I like to start working on the concept then construct a prototype to ensure the design cut is correct, then design the print, and last choose the fabrics,” she said.
Oftentimes, when working on a new concept, Darabkeh said that she will have an epiphany for her next collection.
Then begins the process of translating that inspiration by arranging collages around a common topic, and then having it printed on textiles to create a finished product.
Collage art provides fashion designers with a great way to express themselves in the form of inspiration, or mood, boards: Photographic pictures, colors or fabric samples, magazine cuttings, and sketches that convey an overarching theme for a project can be juxtaposed during this stage.
She added that Core by Sujood’s signature is collage art. “The brand is enhanced and recognized more by using the collage art style,” Darabkeh said.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
Moreover, the designer described her personal style as “oversized designed” compared to traditional feminine designs.
She employs a variety of approaches to communicate this in her work, including digital printing, which she prefers.
Most of her designs and cuts are oversized, she said, adding that she wants to defy the norms of design and do things in an unconventional way.
“When it comes to design, I feel compelled to break the rules since everyone should pursue what they love and enjoy,” she said.
The designer went on to say that she believes that everyone should look at their work or anything they are passionate about artistically in order to create something properly.
Comfort and place
Core by Sujood provides ready-to-wear fashion, including shirts, bras, tops, trousers, oversized jackets, and blazers.
One of her most popular collections focuses on the concept that every person in life has a place that they feel more comfortable, whether it be the sea, nature, or a city.
“After asking a number of individuals what places made them feel comfortable, the collection was divided into several sections. Among these places were the sea, nature, and amusement parks, and the colors of the outfits and pieces were inspired by the colors of these places,” Darabkeh said.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
Additionally, the designer recently worked on a shirt about Palestine, with the design on the front depicting a Palestinian lady holding an olive.
She also included the Palestinian anemone flower in the design. In addition to the olive tree theme, the back of the shirt includes a design of the Palestinian keffiyeh.
This is the only shirt she has made that was inspired by Palestine, and it was created as a way to “show solidarity with the recent situation in Palestine,” Darabkeh said.
For her collections, she uses both local and imported products, and if the essential materials are not available in Jordan they are imported from outside.
The clothes are produced by Darabkeh in collaboration with a tailor and a team, according to the designer.
A photo collection of pieces from Core by Sujood. The designer relies heavily on collages when designing her pieces. (Photos: Handouts from Sujood Darabkeh)
She added that COVID-19 brought with it challenges to her clothing business, both in terms of sewing and production. However, it also gave her time to work on new designs and ideas.
Recently, Core by Sujood has started selling its products locally and internationally via Instagram.
The founder said that she has some ideas to expand her business, such as creating more professional website and opening boutiques inside and outside Jordan.
She said that social media has played a large role in supporting her online business, especially during a time when everything is going digital.
“Social media raises awareness about the brand, and helps reach more people,” Darabkeh said. “You only need to believe in your passion and goals, to reach success.”
Read more Fashion
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