HAREM London | SS21 The Interactive Lookbook

The label crafted by two sisters from Istanbul, HAREM London; presents a signature free-flowing, creative and unisex SS21 collection. Making full use of the virtual nature of this seasons SS21 Fashion Week, the sisterly pair take their collection online, allowing their audience to digitally customise each piece within the collection.



Dee and Begum Ozturk, (the two sisters behind Harem) craft wearable and contemporary clothing that feels amazing on your skin. In their Dalston studio, East London, the two designers make every garment from high-quality fabrics, many of which are made using traditional techniques from Turkey. HAREM London is a merge of two diverse worlds: London and Istanbul, heritage and future, belonging and searching. They say "Our craftsmanship and fashion-forwardness helps us create something entirely unique."



This SS21 their fashion-forward approach has not slowed down, this season hand-dyeing all of the pieces in their atelier using artisanal techniques on soft, organic Turkish fabrics. The online interactive lookbook presenting each design elevated the creativity behind the garments as you can pick and draw different colours on each silhouette, offering a mix and match of each shade from their carefully selected colour palette, able to save the design you have created.



Speaking on the interactive lookbook HAREM London say "We thought it would be great to involve people within our creations, especially this Fashion Week as we have had to overcome some massive challenges and we have been able to get something great from that".



"We express an experience of diverse identity with pieces that blend influences, fabrics and techniques from both countries and cultures."



HAREM London is about feeling comfortable with a global, cross-cultural outlook, the brand contributes comfortable, easy pieces that look great in styling and support that familiar feeling. This SS21 was no exception as HAREM London looked outside of the box and changed the world of interactive fashion this season.


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