THE SITCOM
Lookbook
The Sitcom Collection S22
inspired by
Sitcoms!
Believe it or not your favorite show or sitcom at the moment can have a huge influence on you. It could get you through the blues, give you a new perspective to things or it could even inspire you and your fashion choices.
Sitcoms are usually based on normal everyday lives just like me and you. The awkward situations, the tough struggles, the little joys, laughs and tears, and the rewarding friendships we have in our lives. We just flipped the concept.
In this collection we aimed to represent in each piece some of the feelings sitcoms and its characters give us, one episode or character may leave you feeling blue while the next one may leave you feeling inspired. We believe the same happens with clothes. They help you express your own character. They can make you feel more confident and happy or can even wreck your mood.
The strong colors, the prints, the fabrics, the designs are all bold and unique for you to stand out and remember that you are the main character of your own life. So wear what you love and shine through the challenges of life.
Watch now
"A group of friends on a journey to express themselves with a style out of Vogue and a face out of a Magazine wrestling through life's most..... " Wait you'll know the rest, I meaan you are our main character ;)
The birth of athena
Athena is the name of one of the cats that inspired this brand identity. This catsuit look resembles the fun and boldness of paradoxa.
the gemini jacket
It is black and It is red, it is blank and it is filled with life. Inspired by vitality. The feeling of energy, enthusiasm, and liveliness. The name was inspired by its reversible feature. PS we love you gemini's.
The lovers tote bag
Inspired by the feeling of companionship and love, Of self and others.
BURNOUT SET
Inspired by the feeling of overwhelm and passion, staying up all night and giving something more than your all.
paradoxa Tshirt
Inspired by the feeling of enigmatic. Enigmatic feelings are often associated with people or things that have an air of mystery.
Stop being poor tshirt
This honestly was just designed for fun.
ALHAYA HELWA TOTE BAG
Inspired by the feeling of optimism and anticipation of the future.
Y2K tote bag
Inspired by the feeling of mirth, which we believe is the soul of the 2000s. It's a feeling of amusement, joy, and lightheartedness that comes from engaging in fun and playful activities.
This photoshoot was completed in almost 8 hours only! Including setting up the set, makeup, and looks. Thanks to the talented team!