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Abu Dhabi, UAEThursday 21 June 2018

Spanish label Purificación Garcia reaches out to Emirati influencer Elham Abdulkareem

When Purificación Garcia wanted to create a collection that would appeal to the Middle East, the Emirati architect and influencer was the logical choice

Elham Abdulkareem stars in and styles the new Purificación Garcia lookbook. Courtesy Purificación Garcia
Elham Abdulkareem stars in and styles the new Purificación Garcia lookbook. Courtesy Purificación Garcia

When the Spanish designer Purificación Garcia was looking for someone to collaborate with in this region, she turned to Emirati architect and influencer Elham AbdulKareem.

Garcia's autumn/winter collection for her eponymous fashion label, is inspired by the link between fashion and photography, so it is no surprise that she wanted to work with someone whose style is also inspired by the arts.

Elham Abdul Kareem stars in and styles the new Purificacion Garcia look book. Courtesy Purificacion Garcia
Elham Abdul Kareem stars in and styles the new Purificacion Garcia look book. Courtesy Purificacion Garcia

With about 94,000 Instagram followers, Abdulkareem is hardly a huge name; however, what sets her apart is that her feed is filled with images of how to lead a fabulous life, while staying understated. There are endless glossy images of wonderful clothes and beautiful locations, yet there is no skin on show. In fact, Abdulkareem has made hiding her face a signature of her images.

A post shared by Elham 💍 (@eabdulkarem) on

Clearly this stylish yet modest approach struck a chord with Garcia, who reached out to Abdulkareem as a natural choice to collaborate with in the UAE.

Elham Abdul Kareem styles and stars in the new look book. Courtesy Purificacion Garcia
Elham Abdul Kareem styles and stars in the new look book. Courtesy Purificacion Garcia

The project takes the form of a regional lookbook, starring and styled by Abdulkareem, who puts her own modest twist on the collection. Favouring long fluid lines and skillful layering, the Emirati has reimagined the clothes, giving them a Middle Eastern flavor.

Garcia was clearly impressed with the results. “I was pleasantly surprised by the different interpretations [Elham] created. I always look for versatility in my collections, so that each customer can adapt what we offer to their personal style. European designers can sometimes find it challenging to understand the needs of a culturally divergent market, so it was wonderful to have access to Elham’s local insight. The result is fabulous and it fits Purificación Garcia’s image perfectly."

Elham Abdul Kareem stars in and styles the new Purificacion Garcia look book. Courtesy Purificacion Garcia
Elham Abdul Kareem stars in and styles the new Purificacion Garcia look book. Courtesy Purificacion Garcia

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