SANA LONDON are a new label mixing modern and vintage styles together. Their pieces are versatile, and can be dressed up or down depending on the wearer’s mood. Created by friends Natalie Smith and Samhar Faid, SANA has recently shot their 2011 Spring/Summer collectionwith Britain’s Next Top Model runer up Alisha White. Koko interviewed Samhar to find out more about the label.
How did you and Natalie begin SANA LONDON?
We both love fashion and want to create clothing that make women look great and feel fabulous. The concept of SANA LONDON as a brand that specialises in blouses was developed 6 months ago. We were having a conversation about fashion and the impact fashion has on self confidence and how it can be inspirational.
We both felt that there was a gap in the fashion market in terms of a brand that designs affordable yet fabulous blouses for every occasion. Our ambition for the brand is to make every woman feel like a million dollars when wearing a Sana blouse.
A blouse is a must have item. A simple sophisticated sassy chic blouse can be worn with anything from a pair of skinny jeans to a fitted black pencil skirt. We realised that this was a great business opportunity as there is not yet an established brand or store that only focuses on blouses.
What appeals to you about both modern and vintage fashion?
We adore modern and vintage fashion so design blouses to capture a vintage look yet have a modern twist. Modern fashion is extremely edgy and vintage fashion is chic and classical. Our aim is to create timeless blouses that are ultra feminine and make a fashion statement. With a mixture of our luxurious fabrics and bold pop-art colours and shades, designed in deep V and square neck cut blouses, we create pieces fitted to complement the female form.
Who are your style icons? Our style icons are Audrey Hepburn for her class, Marylin Monroe for her glamour and more recently, Victoria Beckham and Kim Kardashian as they both have a sexy and sophisticated sense of style.
