Rami: The most important thing is to be able to separate the commercial personality and the creative personality when designing a collection. Another important factor for a fashion designer, whether he is handling the business side or the creative side is definitely the creative part as the commercial comes after the collection is developed. The creative mind creates the dream and the commercial mind creates the reality.
TFE: What would you define as your target consumer?
Rami: There is no particular target in mind when I design any collection. Although most of our customers are from the GCC, I work with many different women; from younger women who want something more cutting-edge, to the older more conservative woman who is looking for something more sophisticated. I’m doing well with both clients and I like catering to both. When something is beautiful, it’s beautiful and you don’t question it.
TFE: There has always been a grey area in copyright infringement when it comes to designs. When they say one must always look back to create something new, there is bound to be resemblance, when should one understand the thin line between inspiration and copying?
Rami: It is very difficult to define who is copying and who is getting inspired. When it comes to art your subconscious picks it up, stores it and brings it back in an unexpected way. It is a very sensitive topic and there are no rules to follow. Hence, no one can really understand the thin line between one and the other.
TFE: How do you think can the bespoke and couture sphere keep up with the massive onslaught of high fashion and RTW collections?
Rami: They are two different worlds, two different universes but because of the major changes in the high fashion, Ready To Wear lines and the hype around “See Now Buy Now” and the revolution of social media, the couture adapted and changed many rules when it comes to customer service, experience, technicality and many other factors.
TFE: Not just being a designer but also a successful businessman, what advise would you give to designers in terms of the business of fashion?
Rami: Start small and work your way up. Understand the business, build a strong foundation and be focused and precise about the market and the woman you want to target so you don’t get into unnecessary completion.