Since its conception, Spanish fashion house Purificacion Garcia has been known to be closely associated with the world of art. We were tasked with bringing awareness within this region to this aspect of the brand , through an initiative aimed at cultivating the region’s creative community – The “Thinker Program” which aims to discover emerging talents as well as strengthen support of local artists in the GCC.
PG Thinker Program
We identified and engaged with key regional creatives from different backgrounds to immerse in Purificacion Garcia’s world and interpret the brand’s iconic bags through their own unique lens. The Ori, Origami and Tandem who are known for their distinguished shapes also transmit the values of the brand: color, minimalism, geometry, functionality and creativity. The talents included regional artists based in the UAE and in KSA who inspire people around the world to pursue their dreams and have portrayed this message through their passion.
PART 1: THE SS19 DIGITAL LOOKBOOK WITH LOCAL TALENTS
Purificación Garcia launches its new digital spring/summer 2019 lookbook in celebration of the launch of the “Thinker program”.
Shot and directed by Lebanese Fashion photographer Hikmat Wehbi, the digital lookbook featured a diverse mix of up and coming creative talents spanning various industries.
The talents included Parvane Barret, Basil AlHadi, Sandra Sahi, Lana El Beik, Hikmat Wehbi and Sleiman Dayaa, each played a pivotal role in the video. The content is inspired by key concepts representing the brand’s identity, such as the use of color, geometry and minimalism, and the artists were each featured in their own element.
PART 2: THINKER PROGRAM EVENT IN THE UAE
To celebrate the launch of the “Thinker program” the brand hosted an exclusive exhibition held at The Workshop in Jumeirah. Guests had the opportunity to exclusively preview the launch of the unique Ori bag.
The SS19 look book was revealed during the event which features six key regional talents with the focus on the Ori Bag.
PART 3: PURIFICACION GARCIA CELEBRATES THE SECOND CHAPTER OF ITS REGIONAL “THINKER PROGRAM” WITH SAUDI ARTISTS
Following the initial launch of the thinker program earlier this year, the brand has taken the initiative to KSA, focusing specially on female artistic talents that are emerging from the nation.
The talents include three artists, a painter Huda Beydoun, a calligrapher Mawadah Muhtasib and a chef Nawal AlKhalawi.
These three Saudi artists inspire women around the world to pursue their dreams and have portrayed this message through their art and emphasized on supporting female empowerment.
The impressive artworks were also displayed at an exclusive exhibition held at Naila Art Gallery which gathered guests from various backgrounds such as professional artists and students as well as media and influencers who were able to meet the three Thinkers in person in order to celebrate the “Thinker Program” initiative around Purificacion Garcia’s world.
To further celebrate this new collaboration, creative director, photographer and videographer Manal Al Kholidan shot a few behind the scenes images of this exciting project as well as a short video featuring the three artists in their element in an interview style video explaining how female empowerment and Purificacion Garcia’s bags inspired them to create their amazing piece of art.