So what's up with these art collaborations? 

Let me start off with the truth: I'm 100% obsessed with ART.

I go to the Art Shows/Exhibits/Museums every chance I get & I'm happiest at a gallery or spending the day entirely at an art fair! I even make sure to schedule friends, joining me at art shows, to join in shifts.. yes shifts! That way when they get tired of me obsessing over artwork they can head out & I have a new buddy to join me!  Yes, it's that kind of obsession. 

This obsession has been around for as long as I can remember. I grew up going to school ACROSS THE STREET FROM THE METROPOLITAN MUSEUM OF ART. We were there every week- since you know it's across the street. I LOVED IT. ..It may have been a way for the teachers to get a few minutes to breathe- but hey I can't complain!  On top of that growing up in NYC ART is EVERYWHERE!

I guess it all started when I joined a "special" art group around age 10? or earlier? I was the youngest in the group and to get in you had to be "admitted".. you know show talent.. that kind of thing. Well to me it felt like winning the lotto & I couldn't be happier. Funny thing is that I still have some of those drawing from that time- one is of the earth- & its awful. I mean its squiggly blue and green paint splotches scattered around and clearly I have NO IDEA what the earth looks like. Ha.  But wow did I learn a lot!  Ever since then I've been painting, drawing, sketching, you name it.  As this passion for art grew I eagerly took every fashion & art class possible and pretty much went to every art school there is: FIT, PARSONS , RISD, CENTRAL ST MARTINS, etc...... Clearly this obsession grew....

So when it came to thinking about launching my own business, I just couldn't decide art or fashion.. ART OR FASHION?? Hmm.. well then ta da, I'LL DO BOTH!!!  I mean all the "self help" journals say "Do what you love" right? 

My brand's mission is that I really want people to understand and appreciate art the way I do. I think that people today are so intimidated with ART. Where to start? Did that artwork just sell for 5million? What do I have to know to sound smart in the art world? I just don't get how is Duchamp's "Fountain" (urinal) art? Why are all the people into it so glamorous looking... etc etc.   Look I get it... Its intimidating. However, art can teach you so much and I really feel  it's a secret to the artists soul & the world/time they were in when they painted.  In the end, if you like something- like it - thats the point. Don't like it because someone said so. And if you don't like it fine- but maybe ask yourself why? That urinal from Duchamp- well it ended up being the forefront of modern art and radically shifted the way people perceive art & create it today.... Anyways, if I peaked your interest, read "WHAT ARE YOU LOOKING AT" by Will Gompertz as it gives a great insight about that artwork (fountain) & modern art in general.

But I digress.. and clearly I could talk about this for a few more hours...

I CREATED A BRAND WHERE I GET TO WORK WITH ARTISTS. I get to meet these amazing talented people & learn about their artwork, why they do what they do, what they do, and everything in between. It's SOOO exciting for me and "I JUST CAN'T HIDE IT." (cue cheesy music) These artists inspire the way I paint, draw, & design differently each season!

To sum it all up....Let's say the clothes I make aren't for you... but if you learned about a new artist, got to see artwork in a new way, and appreciated the artwork.....maybe even want to buy the artists work?!! ..... That to me is a HUGE SUCCESS & why I created this brand in the first place!!

Honestly what could be more fun?!  

xx Ali