AMMAN — Local
designer
Dana Shahin is known for her unique pieces, bold style, and daring
looks.
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She started her
career on a strong foot, by studying in the heart of the fashion world. “I
studied fashion design in Milan,” she told Jordan News in an interview. “I
graduated in 2016. I launched my first collection in January 2017. I've done
eight collections until now and my ninth will be dropped soon.”
Before deciding to pursue
fashion, she began her education in marketing so she could have a stable degree
prior to pursuing her dreams. This helped her get a leg up in the industry,
giving her essential background knowledge of the business world. “Just to get
to know the market better, how to market your product to get to know your
niche.”
Her pieces are unlike
anything you can find at your average chain store. Intricate shapes and bold
colors are signature to her style. “Someone has to be very fashionable to wear my
clothes. You know, not like anyone can come into the store and pick an item … You
have to be very daring.”
She said that often
people are not bold enough to don her unique pieces for daily events, seeing
them as eccentric articles more suitable for niche events. “Because everyone
comes in there like, ‘I have to be very fashionable to wear this. Where can I
wear it? I have to go to fashion events,’ something like that.”
This hasn’t stopped
her from catering to the specific demographic of women in their mid-20s to
mid-30s who are looking for a unique style, bored of the more cookie-cutter
looks offered by fast-fashion brands.
The sources of her
inspiration: shape and color.
“It just depends on
my mood when I'm doing the collection. Really, when I start going, I just sit
and see what I want to do and look for the colors that I want, and then I start
drawing,” she said. “So, one of my collections, it was totally black for
Fashion Week. It depends, mainly on my mood and what color I want to use as a
palette and then I go from there.”
Shahin strives to
remain unique in the Amman fashion scene, “If you see my work, it’s totally
different than everything that’s on the market. It's not something that you see
in every store. I have a unique touch. Like when you see one of my pieces, you
know that this is Dana Shahin’s piece because it speaks to you. It's like
'Dana’s style’. I have created my own style and hopefully, I will continue to
do this. I just have a unique style, I would say, that makes each piece look
like me.”
The designer has also
made a consistent effort to continuously evolve her style, while still
maintaining her own distinctive personal flair, “It’s evolved a lot, just to
keep up with the market and what's going on, regarding the colors and the
shapes and everything like that,” she said. “I don't want to do that, but you
have to. You have to go with the market and what it needs. But still, you have
to keep your own touch. Whenever I launch a collection, it has to look like my
style, like me.”
However, the designer
made the distinction between evolving and just following trends. “I don’t
follow trends, I just follow my mood, and what I want to do,” she said.
But she is not
completely unconcerned with market needs. “I’ll follow the colors that are in
trend and what the market needs for the season. Like you follow the colors that
are in. You have to. When you start, you put the colors that you want to work
with, and then you do the shapes. And that's been the first step to do the
collection.”
Shahin’s bold pieces demonstrate that being a trendsetter will reap
long-term rewards, which she hopes leaves everyone with inspiration to remain
daring in their creative choices.
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