Gharuba
Coursework
Category
[Graphic]
Year
03.2025
THE CHALLENGE
The 1001 Seasons marked a major 2024 milestone for designer Elie Saab—a 300-piece couture presentation in Riyadh celebrating 45 years of his work. The collection brought together Arab heritage, Lebanese craftsmanship, and high-fashion luxury within a single cultural moment, positioning couture as both artistic expression and storytelling. Within this context, contemporary design often strips cultural objects of their origins, reducing them to aesthetics without acknowledgment of their depth.
DESIGN SOLUTION
Gharuba is a conceptual print project centered on cultural preservation and reinterpretation, expanding the narrative worldbuilding of 1001 Seasons. The visual language mirrors an editorial fashion magazine, structured to reflect thematic similarities in original 1001 Nights text and voice. Typography and composition feel structured and referential, while color and texture pull from earth, ornamentation, and craft traditions. The result is a system that feels grounded in the world of both fashion and ancient storytelling.
WHAT I DID
I developed the narrative positioning and designed the full visual system, including typography, composition, and material direction.
Designed in collaboration with Rania Shamji.