ARAK Studio

The inspiration behind our SS21 is re-discovering our country from a new lens,
particularly, appreciating the little things and the beautiful landscapes that we took for
granted pre-COVID19.

“Ila Ayn?” which translates to “Where to?” in English, is the name of our SS21 collection.
During COVID-19, many of us found ourselves back home, confused, scared of the
unknown, in the middle of nowhere. This is where the inspiration for SS21 began.
The first questions we asked ourselves were: “What’s next? Where to? & where are we
heading?” We started to explore the beauty of our own country, Jordan. The rolling
mountains, endless summer, and hours of road trips which reaffirmed our initial question:“Ila Ayn?” “Where To?”

The designs in this collection, translate the beauty of the Jordanian landscape through
embroidery. We incorporated traditional Arabic embroidery inside mountains, suns,
waves, and the roads that connect them all together. These are the four main pillars that are translated throughout this collection.

Each SS21 piece narrates a different story. From the rolling mountains that surround us
as we drive from one village to the next, to the roads that took us from one destination
to the next - they are both connected to our exploration of Jordan, our beautiful country.

The sun in SS21, displays the warmth and the sense of comfort we felt this summer as
we were able to reconnect with the place that defines who we are: our own home.