We are quite familiar with Haram’s universe and with All Amin, the mind behind it, whom we talked to some months ago. In the interview, it was made evident how the brand is inherently connected to a futuristic mindset and an almost cinematic approach, with the idea of deconstruction that is so characteristic of their pieces coming from a place of frustration with the fashion industry and the toxic practices that it is a slave to. The deep care and intimate relationship with her craft, mixed with awareness of the dangers and dark side of the industry, are the motivating forces behind the concept and visual story that the team has developed and that you will see for the first time here, where the signature Haram pieces are taken to a whole new level.
The aesthetic of Haram’s work resembles what the true nature of humans is: an intricate patchwork of our innate qualities and the things we cherish about the world. The pieces built by the brand have a story behind them but are turned into something new; what if that happened as well with us? Our two main characters in the editorial Haram 90210 wish for nothing but beauty, love, and adoration, a longing feeling we can undeniably relate to, even more in this era where everything feels so impersonal and lonely, where life feels like a pointless competition with a very uncertain goal aside from receiving empty attention and praise.
Haram offers them an allegedly new and better beginning; after a surgery, they will be able to become who they always wanted to be (or who society always wanted them to be). Not without complications, fighting back and rethinking their decisions; the operation has been completed, and they are now cold, unfeeling machines. Once fragile and innocent, only covering themselves in hospital gowns and bandages, now they exhibit a whole new persona, with the head-to-toe Haram creations as an armour that shields whatever remains of their true selves. The creative decisions and the brand's vision about the harsh reality of our times, where women endure painful changes to conform to unrealistic expectations, are fully reflected in this graphic story that embodies the thoughtful philosophy behind Haram.
