POAN’s latest collection takes us on a journey through Egypt — all the way from its biblical past to its present day cultural explosion. SINAI, which launched earlier this month, is an emotionally rich celebration of love through time with the diverse cultural history of Egypt at its core.
Rather than focusing on the pharaohs and scarabs that one may commonly associate with Egyptian history, POAN founder and designer Georg Weissacher took a more comprehensive approach to his inspiration. The present crisis has caused many to reconsider their idea of normality — a notion present throughout Egypt’s history. As Egypt has seen empires rise and fall, their culture, style and sense of ‘normal’ has adjusted accordingly. In SINAI, all of those rapid and cataclysmic shifts have been embraced in beautiful form. As Weissacher explains, “Harmony Through Diversity, a prominent brand value and theme which we encourage and celebrate through our name first and foremost, being tackled this time around through a fresh notion of love and at a point where humanity globally is also pushing a similar message feels important for us as a brand.”
Much of the collection centres around the Egypt of recent generations as opposed to its ancient history. Several pieces draw inspiration from Matisse’s ‘Egyptian Curtain’, a French take on the diverse output of Egyptian culture; other pieces find their roots in Tahrir Square, a symbolic place of radical change in the country. In one piece, a heart print is framed with layered, blocky features in rich blacks, greens and reds — in another, there is a strong influence of street style, featuring dark hoodies in grey suede and prominent camouflage patterns. Outerwear and eveningwear is a running theme throughout the collection, preparing wearers for a climate of autumn, winter and revolution.
Materially, POAN continues its trend of searching far and wide for diverse fabrics. Vegan and natural fabrics dominate, speaking to the label’s commitment to seek out more ethical and sustainable solutions for its limited edition pieces. All of these elements come together to form a stunning and diverse collection, available right now.
photography. Willow Williams
fashion, production + art direction. Atip W
casting. Sarah Bunter
models. Jefferson O. Obuseri @ PRM Model Agency, Nina @ Titanium Models, Laura Rakhman-Kidd @ Titanium Models + Jude Foley @ Elite Model Management
hair + make up. Andjelka Matic
set design. Lyndon Ogbourne
digital operator. David English
BTS photography. Salma Arif
set art assistant. Nat Oakley
fashion assistants. Isabelle Liddall + Savannah Jones
photography assistants. Harry Burner + Sandra Seaton
location. GAS Studios
special thanks. Robert Ramsauer, Fiona + Mark Ferguson + Muse Ghana Barsoum
script. Georg Weissacher
creation. James Kerr