Fall has settled, and the population is getting prepared for winter. Many hesitate at the fact of multi-layered ensembles, just to prevail over the cold temperatures. Others feel thrilled at the idea of endless matching pieces and the chance to wear all thjose loved items at once.
New York based brand, Norma Ishak, designed by Valerie Mouawad; has an impressive range of products that may appeal to a diverse number of audiences. Holding and outstanding number of uncommon yarns, Norma Ishak produces sublime cashmere, cotton, silk and wool scarfs and derivatives that will compliment any outfit. Perfectly wrapped; around your neck or in a present, this is an item ideal for the season.
Norma Ishak’s versatility is one of the main characteristics that is linked to the brand’s success and attractiveness.
For over 20 years, designer Valerie Mouawad has been recolecting the finest yarns, and now a days presents an amazing array of them, under the name of Norma Ishak, from where to choose. T’is the season for Norma Ishak, when style is buried underneath layers of branded coats and parkas.
The iconography touch that Norma Ishak’s neckwear gives to any wardrobe and outfit, lies in the different forms of usage and exposure. Without considering the masses’ lack of knowledge about the wear-ability of a scarf, Norm Ishak’s designs are built for long-lasting classic versatility.
An interview that will wrap and warm all thoughts of winter; Norma Ishak:
Alex: Why knitwear?
Valerie: I chose to concentrate on making scarves, as I was fascinated by how a beautiful piece of neckwear could
perfectly complete any look.
Alex: What inspired you to specialized in this particular part of the fashion industry?
Valerie: I began experimenting with my natural talent of fine design at the tender age of 15. As an enterprising youngster growing up in Lebanon, inspired by Chanel and YSL, I made special pieces as gifts for friends and family.
Hard work followed as I honed my skills of knitting, needlepoint and lace making. Extensive study of textiles and trends, a far-reaching imagination and a keen eye for style all paid off as my creations began to take form with a maturity and elegance that caught the eye of fashionable strangers. Soon, unsolicited orders began to come in from local socialites and royal families.
Alex: Do you find it hard every season to step the bar a bit higher?
Valerie: I intentionally don’t follow trends but a new collection is added each season. I celebrate the individual style and personality in the sophisticated contemporary woman. Designed to reflect the lifestyle of the fashion-conscious consumer, the range always features chic, à la mode items that make the wearer stand out from the crowd with an air of independence and appropriate elegance.
My knitwear can be worn in several ways to enhance the client’s wardrobe for any occasion. With diverse collections blending influences from French haute couture, American pizzazz and Middle Eastern styles, you’ll always find something special to complete your ensemble in style. When you choose to wear my creation, you should expect to be noticed.
Alex: Is the knitwear creative process hard at times of designing?
Valerie: To me, style is individual and cannot be replicated. This philosophy is always at the foundation of each handmade and custom designed scarf. I celebrate the individual style and personality in the sophisticated contemporary woman. Thus no two items are exactly alike as no two people are the same. Every piece has a special story, a detail unlike any other, embodied and brought to life by the unique
woman that is to call it her own.
Alex: Do you think knitwear has a narrow space for innovation?
Valerie: NORMA ISHAK scarves are designed so that they can be worn as jewelry pieces, day after day to accessorize an outfit. Our signature scarf is the “Double” scarf, a double-sided item that can be worn in so many different ways, showing the beauty of the pattern and the silk. My most recent collections are made from Cashmere, Silk, Satin, Dentelle (Lace) De Calais, Dentelle (Lace) De Chantilly, Mohairs,
Baby Alpaca Wool, Merino Wool, and fine Cotton. Many pieces also feature beads from Japan, rare vintage French Tiber sequins and crystals from the house of Swarovski while more opulent scarves showcase semiprecious stones.
Alex: What are the main fabrics used in your designs?
Valerie: Over the past 30 years, I have amassed an incredible collection of rare yarns from across the globe. My collection features only the rarest and finest yarns, beads, and feathers in the world. Switzerland, Venice, and the Bretagne region of France send their lace. Renowned ateliers in Paris, offer their silk; while Mongolian ranchers send only their highest-grade cashmere. Fallen feathers from Africa’s most
exotic birds are collected and sometimes intermingled with the Peruvian Alpaca’s famous wools.
Alex: Describe your label in 3 words.
Valerie: Hand- Crafted Luxury
Alex: Even though you design for both men and woman, why is your brand more focused in women’s designs?
Norma: Scarves are generally considered a unisex fashion accessory. Women’s scarves are made from a wide array of materials, including luxurious silk, mohair, or bamboo yarns. Rarely do men’s scarves incorporate lace into the design. They are often solid colors, stripes or include cabled designs. Women’s scarves can incorporate all of these motifs.That’s why I found more creativity for my designs in the women’s scarves than the men’s.
Alex: How versatile can your designs be?
Valerie: A scarf has versatility, it can be a functional and depending on how you wrap, twist it will look different each time you wear it. Today, the scarves are functioning as ready-to wear. We live in a world where, ideally, every purchase has more than one function. The variations on that all-purpose wrap are proliferating on city streets as an eye-catching accessory. We always encourage our clients to view our
variety of styling pictures and our series of online video tutorials demonstrating how to teak, twist, loop, plait and knot them to cowl-neck blouses in so many different ways.
Neckwear and specifically scarfs, can be understand as a single process and an one-look piece. Norma Ishak demonstrate, the multiple variations of neckwear and the possibilities that hold each piece.For a more comprehensive approach on how to wear a Norma Ishak, watch the label’s fashion stylist Chad Cox, in the next video:
Alex: What happens in a day of Norma Ishak?
Valerie: I start my day with selecting the perfect yarn from my rare and vintage personal collection to start knitting the pattern of the latest collection. My trusted team of craftsman and I hand-knit all of the scarves in the collection, whether they are one-of-a-kind or production pieces. I personally train each women on how to knit the appropriate design for each collection. Although design takes up the bulk of my time, I always find time to spend it with my family.
Alex: What are in the plans for Norma Ishak’s future?
Valerie:I am creating a handmade home line of pillows and throws that blends rare yarn, feather, leather and silk to create an exquisite line of collectable pieces that infuse fantasy and luxury. I had a lot of requests for children’s scarves. I am certainly planning on having a collection especially for kids.
T’is the season for Norma Ishak.
By: Alex Margary
Fashion Editor Canada
Alex@Metrovelvet.com
