In recent years fabrics have been playing a visible role in contemporary interiors, especially bespoke and luxury fabrics. Professionals in the field agree that people are paying more attention to the design and the rich texture of fabrics. Hand-painted as well as hand-embroidered fabrics are very much in demand including hand-loomed silk, the ultimate thing to put on a wall.
Based in Cairo, Alef has been involved in custom-made textiles since 1995.
The niche market for bespoke fabrics in the region is growing. An increasing number of seasoned customers not only value that a fabric is designed especially for them but also desire things that no one else possesses:
“We use locally woven fabrics that are produced exclusively for Alef. We answer the needs of our clients who ask for specific colors in a certain design we carry in house. We assist them in choosing the color combinations and once they have decided, we can print this personalized fabric within 48 hours,” explains Loulia Damerji.
Thanks to the use of digital technology the creation of bespoke fabrics has become far easier especially time wise.
This new way of designing fabric is a fitting answer to the customers growing demand for something unique and many are prepared to pay a very high price for it.
Textiles are seen now as a luxury item. Moreover, they are being used in new and bold ways to decorate household interiors.
Alef textiles are inspired by the many civilizations (Pharaonic, Greek, Roman, Persian, Fatimid, Ottoman, French and British) that came to Egypt:
“Our fabrics are part of the style of furniture we design and together they create an atmosphere very specific to Alef, a magical ambiance between dream and reality. Alef is a love story between the East and the West, a way of life and an invitation to enchantment so rare nowadays,” says Loulia Damerji.
While in the 1980s, manmade fabrics were fashionable, nowadays, natural fibers such as cotton, linen, jute, bamboo, lemon grass and papyrus, are trendy. When selecting a fabric, one should first identify its function and also buy the fabric that one feels comfortable with.
Textiles offer a great flexibility and endless possibilities for interior decoration. Exclusive fabrics look beautiful on part of a sofa, they can be used to line entire rooms and also as wall hangings; a bespoke fabric can also end up sandwiched between layers of glass to form a bath screen, kitchen splashbacks or dividing walls.
When one is decorating a room, Loulia Damerji suggests selecting a theme that reflects one’s personality and interests rather than following the latest decorating trends. Whether textiles are collected or used for decoration purposes, the rule is to buy what you find beautiful:
“I believe that trends come and go quickly. One may choose to decorate a space around an object like your favorite painting, a carpet or even an unusual object from one of your memorable trips may be an interesting focal point. Whatever the choice, if one begins to build around a specific item, the end result will be a unified look, reflecting one’s personal interests,” concludes Loulia Damerji.
For more information: www.alefgallery.com & [email protected]
