Published — Wednesday 12 December 2012
Last update 11 December 2012 11:20 pm
Fashion, whether it’s the most expensive clothes being made or the least expensive, is not about showing off, it’s about creation. And that explains the current flowering of imagination at both ends of the style spectrum. Challenging times tend to spark ingenuity and some people like, Jeddah-based designer, Alaa Balkhy, are wearing it on their sleeves.
Alaa Balkhy created Fyunka, a quirky accessory brand, which literally means “Bow,” in Arabic. She is known for her fabric handbags printed with famous designer’s bags ranging from Hermes, Chanel,Celine and other high profile brands. Albeit her satirical approach to the world of fashion and the whole raft of people who are telling us what to wear and what to buy, Balkhy’s pseudo branded bags bring you the satisfaction of avoiding paying the hefty price for the original. And that brings a happy smile on your face every time, you carry it! After all has been said about fashion, the ultimate luxury is something that fulfills our needs and becomes indispensable and thus a part of our life.
More than a fashion brand, Fyunka has evolved into a lifestyle which appeals to Arab fashionistas. Poking fun at the world’s increased materialization, yet steeped in popular culture, Fyunka has launched a line of cool shopping totes decorated with famous quotes translated in Arabic such as their trademark: “Daddy, I want a Birkin” or Coco Chanel’s, “Fashion fades, only style remains the same” and Carrie Bradshaw’s, “I like my money right where I can see it… hanging in my closet.”
Breezing through a world choking in bling bling, Fyunka’s tongue-in-cheek view of fashion is eminently cool and humorous. Fyunka’s fans are known as “fyunka girls.” And if you are wondering who she is, read the following description and you will get an idea.
The Fyunka girl enjoys a cupcake on a late afternoon. Takes pictures of colorful macaroons. Carries a million things in her bag.. Doesn’t feel guilty after eating sweets. Keeps refreshing her twitter page. Can’t leave the house without earrings on. Has an Audrey Hepburn poster in her room. Loves the sound of a Polaroid camera.
Fyunka, an exciting brand, creative and funny, reminds us that fashion goes beyond the concept of “haute couture” and big labels which are owned by the same people. Fashion today is not only all about layers and niches but it is also becoming more organic.
Alaa Balkhy has created a brand for customers who want to be liberated from anything trendy. Fyunka girls purchase what they love and not because they have been told that it’s desirable. Fyunka girls have an attitude! After all, isn’t attitude everything?!