Suhad Shtayyeh
Amman, June 10, 2016
by Suhad Shtayyeh

The United Colors Of Jordan

Creative Jordan, The Ambitious Project That Is Changing The Face Of Arab Fashion

What do you get when you cross a modern dude with a ponytail, a wholesome, rosy cheeked woman that you can instantly share your deepest secrets with, a yummy mummy that will get you a reservation at Amman’s hottest restaurant in a matter of seconds, a bloke that will make you LOL with our unique Jordanian wit and humor, a pretty woman with a fountain of curls that you just want to touch and an Italian woman with the funkiest hairstyle and a contagious positivity to match?

You get Creative Jordan, an ambitious fashion project aimed at redefining what ‘made in Jordan’ truly stands for. Initiated by UNIDO and funded by the European Union and Italian Development Corporation, Creative Mediterranean launches design workshops in the cities of Algeria, Egypt, Jordan, Lebanon, Morocco, Palestine and Tunisia. Their ethos, that cultural and creative industries are unique in that they rely on an unlimited resource: creativity.

Walking into the Creative Jordan offices at GSC (Garment Design and Training Center, who serve as supervision and management of the project) in Amman, feels like a can of Red Bull, you think you have wings and can fly. Met with a handful of creatives from different segments of the industry was pretty standard for a fashion brand. What caught our eye however was their sense of camaraderie, which I teasingly coined the ‘United Colors of Jordan’. Remember those Benetton ads with youth from different backgrounds and ethnicities joyfully looking into the camera? Well this is the same but there is no camera!

Under the umbrella of Creative Jordan, there is a fashion brand in the making, aptly named JO! this ambitious women and menswear label will launch it’s first collection to the international fashion community in time for the Spring/Summer 2017 cycle, which debuts in September 2016.

What differentiates this initiative from others before it? The fact that they started from the ground up, developing a solid foundation to build the fashion brand on. Too many hopeful fashion designers have created a collection or two, only to be weighed down by difficulties beyond their expertise that kills their creative process. JO! have built their structure from the ground up, investing as much time in the setup as the creative process itself.

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