JUMA, LG Fashion Week Spring 2012, Toronto.
- What is the process for taking very literal visual inspirations (such as the colorful ceramics from Turkey) and recreating them in the abstract through your collection?
Can you elaborate in your creative process?
Alia Juma: “Alot of images come from photographs that our mother took because she goes to Turkey every summer, Alot of the ceramics that she brings back it’s drawings from that as well so it’s a lot of hand drawings and photographs.”
Jamil Juma: “We mish mash them together and we do a lot of color filtering and we develop the prints that way. And then the silhouettes are usually an evolution of our collectionusually a mix of Japanese and American sportswear together.”
- How does it feel to be Canadian designers and have your label graduate to an international stage?
Jamil Juma: “It’s good! I mean that is the goal because, Canada is still a very small country so it’s good to work up to that.”
- Do you have plans to show your collection in other countries such as New York or Paris?
Alia Juma: “We just did New York and we did Fashion shows in China, now we are here and it was all one right after the other.”
- Where in China?
Alia Juma: “Hangzhou, Shanghai, Dalian, Chengdu, Beijing”
- Since starting in 2005, what have the last 6 years been like?
Alia Juma: “A lot of it was learning and evolving from the previous collection. A lot of work of course, basically a lot of learning.”
Jamil Juma: “It’s a gradual process. Building on top of each season, aesthetically and business-wise.”
- What is the biggest struggle working as a brother/sister team?
Alia Juma: “He never throws out the garbage, he doesn’t clean the studio ever.”
Jamil Juma:”[*interrupts] She doesn’t make her bed”
- So sibling stuff but nothing major.
- Thank you so much for the interview and good luck in the future with your stunning collection.
From the printed article in Fashion Collections:
JUMA Spring 2012 Collection
One of the first shows that was shown at LG Fashion Week in Toronto for the Spring 2012 season was JUMA. The design team is comprised of a Brother and Sister duo, that has been around the globe and uses their experiences while on these travels to influence their collection.
Though travel is rampant in their lives it was their mother who traveled to Turkey and sent back brightly colored ceramics and hand-made drawings that inspired Design Director Alia Juma to create the prints for the collection. They looked stunning on the runway and Alia was wearing a piece from her own collection that looked strong and yet exceptionally feminine on her.
Through these pieces. the line has gained international recognition and is now carried in locations all over the world including China, Guatemala, Dubai, USA, and Canada. Brother Jamil who started this off as an investment strategist, and is now co-designer, and makes it his focus to push the line further into an international audience and “that’s the plan” when I asked him about broadening internationally.
That came as no surprise though because of their fierce need to travel coupled with their fabulous collection that deserves to be shown and purchased globally.
Showing the collection in Toronto, New York, and 5 places in China was STILL not enough for this team and nor should it be. We at Fashion Collections wish them much success with and great profits in the future.