It’s all in the details. Some of the simplest, most beautiful imagery comes from the most complex beginnings. Bringing back the essence of seventeenth century Dutch Golden Age still life oil paintings, Dubai-based fashion photographer, Toufic Araman, has teamed up with a group of creative minds to give life to a series of elegant and rich photographs launching the new Qatar-based luxury brand, QELA.
Not quite synonymous with art and fashion, Qatar would not be first country you think of when you hear luxury fashion brand, but now is the time to keep your eyes on the region. Qatar’s art and fashion scene is flourishing and it is brands like QELA that will put it on the map.
Shot in Qatar, these still life images, so rich in colour and detail each tell a story about QELA, about fashion and about the region. Each image is a small part of an entire story, leaving you noticing something new after every glance and craving for more.
Creating this perfection did not just come out of thin air (although it is by air that it was partly made possible). Flown in all the way from the heart of fashion world itself, Paris, aramanstudio brought over one of the most respected and talented fashion still life stylists – art and set directors, Marcel V.D. After having done an extensive search, it became clear that Marcel had the creative vision and prowess needed to pull this feat off. Previously shot for Vogue Italy, Harpers Bazar, and the like and now he has a show of his work in Berlin with photographer Ellen Von Unwerth.
Arriving with bags after bags of personally selected objects, each object with its own little story, Marcel came prepared to piece together the story of QELA. “I enjoy the freedom to create,” says Marcel, “I like telling different little stories and creating different atmospheres with objects.”
The presence of each little object has a purpose and how it has been placed and chosen was done with every bit of intention. From one little stamp to a single coin to a dangling key chain, symbolic pieces were scouted out from Qatar to help tell the story of QELA’s origins. Can you spot the Qatari links?
Working together with the Creative Director of QELA, Nicolas K. the three artistic minds, Toufic Araman the Dubai-Paris based fashion still life specialist, Marcel and Nicolas K. formed a creative powerhouse – a global collaboration that clicked, as echoed by Marcel, “I enjoy the collaboration with Nicolas and Toufic. We decide together. We joke about it. It’s like one plus one equals three – it’s another perspective.”
The team worked tirelessly creating the perfect blend of contemporary simplicity and seventeenth century still life elegance, giving life to the QELA brand equivalent imagery, while keeping it true to its regional roots. This was only accomplished through determination, carrying out many trials and experiments with the photographic composition to make sure the right story had been told. (This was a labor of sweat and love that only happened thanks to determination planning and 3 world renowned creative minds).
With the creative direction of Nicolas, QELA is the perfect brand to bring Qatar and the Qatar Luxury Group to the world stage of Luxury brands. “It is a very small brand, so for us it is important to have a strong impact, to just take time to see the picture,” explains Nicolas, “We have to have the link between the region and world-wide spirit. We want to have a strong exposure.”
A culmination of global talents and trinkets rich with history glued together by the budding Qatar luxury brand, aramanstudio has produced a rich story of still life imagery.
aramanstudio is a Dubai Photographers Production house that is determined to bring your vision to life, no matter how small the detail or how far the destination. It has the expertise and creativity to bring together international talents across the region to help tell your story, just like the story of QELA.