THE LAB: First Experiment @thelabbybrassbell
It all started from the desire to bring people into a space that feels warm, open, and creatively alive.
An experimental space built around community, expression, and trying things without needing a final outcome.
THE LAB was created to celebrate community, diversity, and experimentation across art, food, music, and new mediums.
The first edition explored art as play:
canvas + mirror painting, tufting, sketching.
Conceptualized by @faridahosamy_ and I.
Branding and graphic design by me.
Operations and planning by @faridahosamy_ brought the vision to life.
Video: shot by me and edited by @sarasheriiff_
TAYF is the manifestation of “Fractured Fibers,” a study on the fluidity of Egyptian cultural identity through fashion design, image-making, branding, and editorial design.
Through image treatment and distortion, TAYF exudes motion and the temporal nature of the Egyptian body with abstract, semi-abstract, and figurative forms.
Each collection spotlights a different Egyptian subcultural niche. TAYF’s first collection, STONE SAINTS, draws inspiration from Coptic architecture by using silhouettes and fabric manipulation to mimic structural forms.
The brand represents the exploration of Egyptian multiplicity through a flexible visual system. It believes that there is no one distinct Egyptian identity. TAYF does not believe in nostalgia, but in innovation and continuity.
*Fashion design, graphic design, image-making & distortion, video footage and editing, creative and art direction and photography by me*
model: @shhahdmuhamed
co-photographer: @youssefeldemerdashh
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