Couture Coinssenur Vivian Moawad Ventures Into Her Version of ‘Casual’
Using hand-embroidery on fabrics with asymmetric patterns, VM Apparel solidifies Moawad’s edgy yet chic brand identity through her casual clothing line.
After years of experience in the couture scene, Egyptian designer Vivian Moawad is now venturing into RTW apparel with her new brand, VM Apparel. Fusing hand-embroidery on fabrics with asymmetric patterns, VM Apparel solidifies their edgy yet chic brand identity through their casual clothing line.
“I want to fill the market gap in chic RTW and make it more accessible,” Moawad tells SceneStyled. “Most of the brands now are casual wear and I feel that we really need to have similar luxury products made in Egypt.” Having spent time studying ready-to-wear fashion in Italy, observing different cuts and trends that have proven popular in Florence, Moawad was motivated to explore new techniques through her brand. “Of course I had many challenges, but I had the passion to create this line, to challenge myself and the market.”
Most pieces in the RTW 2024 collection are in black and white; Moawad wanted to start by creating minimal pieces while still adding her signature touch of couture in the details. “You can’t go wrong with black and white,” she states. “RTW is focused more on the idea of simplicity without complications. ‘Less is more’, after all.”
While accessories have been the most challenging for VM Apparel to produce, they demand just as much of the spotlight as the stunning designs. The Embellished Open Back Dress and Bedazzled Skirt, for example, are show-stopping pieces brought to life by intricate embroidery and shiny, shiny jewels. Moawad is all about attention to detail, with the VM Corset held up by nude ribbons with the text ‘VIVIAN MOAWAD’ etched on them.
“My target is always the same. People who understand my identity and who can trust my name,” Moawad says. “That's why I kept the brand under my name, although it puts a great responsibility on Vivian Moawad brand as a name.”
Moawad plans to expand her brand globally, with plans to create a new website targeting many countries beyond the Egyptian market. And as Moawad exclusively revealed to us, she is putting together a huge event showcasing all her collections - including her bridal, couture and RTW works.
