For those who may not be familiar with your brand, what is Generation Peace all about and what are the core values of the brand?
Nour: Generation Peace is a brand that fills the gap between kids’ taste and parents’ concerns of practicality. It embodies important social messages which are integrated in our design and communication.
What was your inspiration behind creating Generation Peace?
Nour: My daughter, Ayla, is my inspiration. We almost never agree on her outfits as she wants shapes, colors, glitter and all sorts of things, whereas I try to get her pieces that will last longer, are easy to wear, and can go with anything, and any occasion. This very tiny discrepancy in our opinions led to the launch of a kidswear brand that caters to both of us: The kids and the parents!
Talk us through the exclusive capsule collection created for Bloomingdale’s.
Nour: The exclusive capsule collection for Bloomingdale’s is based off the core of Generation Peace’s first main collection, but with a twist. We listened to our customers carefully and designed this collection in the hopes of being even closer to their demands.
What steps do you try and take towards sustainability?
Nour: We try as much as possible (to the extent of our control) to ensure all factory workers are treated properly and not underpaid. We use recyclable and recycled materials in our packaging and make sure it’s reusable for other purposes. We do not discard leftover fabric but create accessories that complement the collection. Lastly, we are always on the hunt for new eco-friendly textiles.
Why do you think freedom of expression through fashion is so important today?
Nour: I think, any form of expression is important, be it art, fashion, or something else! It’s a window for people to vent out and to exist. I’m a big believer that children should be encouraged to express themselves since they are young, which is why you see Ayla’s drawings turned into designs for our collection.
What’s your favorite item from the collection that you love wearing?
Ayla: I love the dress with the heart from the new collection.
How do you help your mommy with her brand?
Ayla: I do shoots with her, I try on clothes with her, and I pick and choose with her. Most importantly, I draw and she takes my art to make clothes!
