JOE ARIDA

The first meeting between My Souk In The City and the brand La Terre est Folle took place in Beirut last summer. It was during our visit to the Starch Foundation boutique in the Saifi Village where we discovered its whimsical designs. It is with great joy that were finally able to meet the designer, Joe Arida, at Dubai Fashion Forward where he presented his latest collection. At 27, Joe Arida is a young designer who clearly resembles his creations: simple and spontaneous. 

 

Overall, the cuts are clean and full of very subtle details.  La Terre est Folle is also unique in that it offers unisex collections.

What’s in a name? The answer to that question is indeed what Joe wanted to highlight when he chose the name of his brand.  La Terre est Folle is French for “The Earth is Crazy;” Joe always thought of the madness and turmoil people experience daily in Beirut. One day while watching TV, he exclaimed, “The Earth is crazy!” It is through this simple proclamation that his brand was born. Joe is a true artist, and his creations are not limited to fashion. “La Terre est Folle “ is an artisanal brand that also offers a limited series of designer furniture made in Beirut.

 

The 2016 spring/ summer collection is full of sensuality thanks to its use of transparent layers. Inspired by gang culture and Rap music, this collection references the link between sport and streetwear that is offset by the purity of the transparent white fabrics used. The line is constructed around basics, such as the versatile white shirt, to highlight unpretentious, functionality and sex appeal. It is the superposition of layers and the mixture of fabrics that complement and standardize its style. This collection will be available on the e-shop in a very limited edition, and we look forward to offering it you! 🙂