Egyptian Label Sara Elemary is Gracing Summer With ‘The Wave’

Once again paying tribute to the indomitable spirit of women through her collections, Egyptian designer Sara Elemary’s eponymous label is drawing inspiration from the ebb and flow of human experiences, and one’s resilience in weathering life’s storms with its latest collection, aptly entitled ‘The Wave.’

Utilizing wave-smooth fabrics from silks and satins to linens and cotton blends, the SS24 collection features a series of statement pieces from carefully tailored silhouettes, to more flowy and oversized garments that seem to ripple with the wind, not unlike the collection’s namesake muse.

“There comes a time where we all face very high waves in life, so we have to learn how to adapt with whatever circumstances we go through, that’s why I felt the wave resembles this journey in life,” Sara Elemary shares with SceneStyled. “This has been something that I’ve mentioned before, and regularly talk about, and try to introduce through my designs. Reflecting the human journey on earth, or in life in general, is a mission of mine.”

While Sara Elemary’s collections have thus far mostly shown preference for more subdued hues and earth tones, ‘The Wave’ provides a somewhat new spectrum of hues for the label, with vibrant greens, blues, and pinks forming the - ocean - bed of the collection. “For the colours, I usually like to work with natural colors as a base, but sometimes I feel the need to break the norm,” Elemary says. “Taking the risk shows that any human being can change.”

“I don't have a traditional creative process, I dream about my designs, I visualize, and I start creating,” Elemary adds. This time around, Elemary’s ethos extended beyond the literal fabric, carrying over to the editorial shoot, where in an admirable creative decision, Elemary chose to carry out the collection’s editorial shoot where the collection was brought to life; the workshop itself.

Shot across Elemary’s creative space, ‘The Wave’ is showcased amongst sketches, sewing machines, mockups, and fabrics, resulting in a sartorial riptide that artistically showcases a concurrence of each step within the process that eventually culminated in ‘The Wave.’ Thus, it also pays tribute to the hands that went into creating the label’s summer offerings.

In a highlight moment for the Egyptian label, Elemary showcased ‘The Wave’ at Riyadh’s AOK Kitchen alongside Saudi-Qatari influencer Maryam Salman. The launch marked Elemary’s first \overseas presentation, and was attended by the whos-who of the Kingdom’s fashion milieu.

“I was super excited and equally surprised by the community and the people we met in Riyadh,” Elemary shares. “I felt that we are somehow connected, and our cultures aren’t completely different, on the contrary, there are always similarities and common ground. I felt we were on the same wavelength.”

With ‘The Wave’, Elemary continues to grow upon her existing oeuvre, proving that the label - founded in 2009 - is long from its peak.