Origami gets a fashionable spin in video collaboration between Purificación García and Banan Alawneh
Spanish designer Purificación García and her eponymous label are known for their penchant for artistic collaborations with specialists from fields such as design, technology, music, film and photography.
For its spring campaign, the label sought to reinterpret its two signature motifs – origami and the cube – through a series of short videos put together by Jordanian content creator Banan Alwaneh. The graphic designer, who has teamed up with Disney in the past, is known for her innovative styling of digital props and catchy graphic designs.
The quirky and colourful videos she’s created for Purificación García highlight the brand’s spring collection cleverly juxtaposed with origami. The decorative Japanese art of folding paper has inspired the label’s creations over the year, most notably its hot-pink Origami bag. The cube, another icon used by the house – symbolising symmetry, colour, minimalism and purity – also makes an appearance in Alwaneh’s work.
This is not the first time the Spanish label has looked to engage Middle East talent: last December, the brand collaborated with Lebanese photographer Hikmat Wehbi for its editorial images, showcasing both the final and raw shots from the photo shoot; and in September 2017, García collaborated with Emirati architect and influencer Elham AbdulKareem on a regional lookbook of styles that would appeal to the Middle East.