ABC teams up with Lebanese renowned designers to launch 'Designed and Signed'

Fashion and art fans will be treated to a host of exhibitions where triangles will adorn ABC premises in Dbayeh and Ashrafieh to celebrate the unique creations under one roof.

Fusing fashion and art as the essential reflection behind 'Designed and Signed' will reinforce ABC's promise to Lebanese designers, a commitment communicated during ABC's 75th anniversary: "We hope once again to be able to strengthen the influence between fashion and art" said Diala Kassem, ABC Marketing Manager. "As a result of this mix, we have brought together renowned Lebanese designers to create inspirational pieces of art using our triangle, a project for us all to enjoy the whole year!"

The first designer to kick start this campaign is Lebanese prominent photographer, Roger Moukarzel whose passion for photography allowed him to explore the region and world in a quest for beauty. Moukarzel took the ABC triangle and dressed it in spring shades of green crowning it with a fashionable spider in high heels.

"The relation between ABC and Lebanese designers is one of mutual inspiration and admiration. This is why when I was invited to take part in the Designed and Signed campaign, I didn't hesitate; especially that it is serving the Brave Heart Fund", said Roger Moukarzel. "I do not know exactly how the design idea came to mind; I dreamt it one night and put it on paper the next morning. The spider represents fashion. Like the spider attracts insects on its net, fashion attracts people around the world to its beautiful realm", he added.

Joanna Atallah and Riham Serhan, Co-founders of Brave Heart Fund, the NGO who will benefit from the initiative, commented: "We highly appreciate ABC's initiative that will help us fulfill our mission to increase awareness about Congenital Heart Disease and work towards the day when no child should die of heart disease because of the lack of funds."

The 'Designed and Signed' unique venture will run over one year, at the end of which all designers' creations will be exhibited in various areas across Lebanon before being auctioned.