Born in 2009, Neon Edge is an exemplary form of a contemporary Arab fashion house known for its striking bold colors of neon and citrus, color block printing, intricate handwork and of course the glamorous element of fashion. Neon Edge was established by Mona Fares, a half German and half Egyptian designer who grew up in the UAE. Fares developed her design ing skills at institutions and ateliers in Dubai, London and Berlin. “As a designer, this has offered me a broad palette of sights, experiences and cultures to personally draw upon." Fares spoke about her label, fashion, life and childhood dreams, which blossomed at the Dubai Fashion Week, in an exclusive interview with Mariam Nihal of Saudi Gazette. Saudi Gazette: Describe the quintessential Arab woman. Fares: Women in the Middle East exude a subtle confidence in their daily lives and I take my inspiration from their innate elegance and beauty. Saudi Gazette: How did Neon Edge come to life? Was it a childhood dream or a real life fantasy? Fares: My mother studied art and is an artist, so many early childhood games included colors, such as drawing and painting. Since the age of three, I would sit in the garden and draw with her. As a teenager I began styling my friends and sketching my own designs and from there onwards it was a natural progression to learn the technical skills of fashion designing at the university. In 2009, I was invited to participate at the Dubai Fashion Week, which became my launch-pad. Regional stores and buyers started to connect with me and contacted me for my designs. I have been following my dream to design since I was a child and everyday I have fulfilled a part of that journey by working passionately. Saudi Gazette: Define your style. What does fashion mean to Mona Fares? Fares: Fashion designing is what I love. It is a passion that I live for. The greatest pleasure is seeing my pieces being worn by stylish and trendy ladies. Saudi Gazette: What does Neon mean to you? How do you add ‘edgy' to fashion? Fares: Daring fabric combinations, fresh designs and flashes of neon, make the brand empowering to wear and ladies often tell me that my clothes give them an edge with their style that lets them feel fantastic. Saudi Gazette: As a designer, what is most important to you while creating a new style every season? Fares: I am building for Neon Edge a series of collections that are being picked up internationally, as my brand is meticulous about the quality of fabric, cutting, stitching and detailing of every piece. Saudi Gazette: Tell us about your Ramadan collection and the upcoming winter collection. Fares: I was really pleased with my Ramadan collection, as it was well received and all sold out. Internationally, Ramadan specifically, is not a fashion season but there are many who travel to visit family and friends abroad; and I thought it was important for me to give them a new wardrobe. In winter, many women visit colder European destinations, so I will be working on dresses and jackets which will have layers of complimentary fabrics, and have the ladies' wardrobes popping with colour. Saudi Gazette: What is hot this season? Any tips for the Arab woman. Fares: My tip for all women is to be bold, embrace fashion and have fun with it everyday! Saudi Gazette: Where is Neon Edge going to be in the next few months? Fares: Neon Edge is growing daily and in the next few months there will be great changes in my brand, which will be revealed soon.
