It’s a Mad World with La Terre Est Folle – words Catherine Harris
Lebanese fashion house La Terre Est Folle (The World is Mad), founded by Beirut-based designer Joe Arida in 2004, explains on its website that it ‘finds beauty everywhere..’. It is one of the most forward looking independent fashion labels. One might see this as a cliché of sorts, but upon further investigation, it seems the contemporary furniture and fashion brand actually has found its inspiration in corners of the everyday that some might assume had become tired and overworked.
There is a general premise behind the company of functionality and smartness, which is one that resonates with the majority of us. It is designed around a notion of staple, base pieces that we all need to function on a daily basis. An intriguing take on fashion for sure and one of the independent urban clothing brands to look out for.
Their most recent collection for SS16, Hustler II, debuted at Starch’ Lebanese Fashion Show this April. It is inspired by a triumphant mix of gang culture and rap music. We are seeing a fusion of both chilled and fresh sports and street wear.
A street wise athletic vibe meets a certain gangster freshness with Arida’s most recent collection. Thus is what gives this functionality its edge. The purity of the crisp and uncomplicated Hustler II collection, is second to none. This is most striking against grey forecourt concrete and empty swimming pools. The 14 piece collection manages to inject life into forlorn, weatherbeaten tennis courts and abandoned rooftops of high rise buildings in the campaign. This sets off the collection as more than a basic range, but a collection with recreational spirit and energy.
Flatforms and training socks complete the 14 piece collection whose main focus is transparent sheer panelling combined with the clean lines of white fresh trousers and slightly baggy tees. Familiar shapes are suddenly brought into the now, and shot on mossy, worn concrete under a gloomy sky. La Terre Est Folle has managed to create the most memorable illusion that the white stylised elegance of the collection is almost angelic. As they say – thrice all the world is mad – well maybe it is more a case of all the world is mad except thee and me. It’s one of our current favourite indie fashion designers.