Fervent young designer Gregory Assad’s journey into fashion was as innate as it gets. Ultimately self-taught, he perfected his technique at the Institut Français de la Mode, before digitally presenting his Pre-Fall collection at the Wangari Muta Maathai center last June 2021 and launching his eponymous label. It’s a bold debut that evokes a spirit of glamour and impassioned youthfulness reminiscent of the energetic photographs taken by Malian photographer, Malick Sidibé, whom he states as one of his greatest inspirations.

Whilst he envisions his creations for stars such as Prince, Beyonce and J-Lo, it’s his mother, and his homeland of Martinique who are the driving force behind his creativity. Christening the collection ‘New Wave’ he revisited menswear classics and added a touch of modernity through an innovative and unconventional use of materials such as stainless-steel tiles, glass and aluminum. Passionate about the 1970’s, Assad builds a passage into his alluring world via a dazzling palette of black gold and white, prints, drapes and python skin, high-waisted pants, lavaliere collars and metallic pieces, with volume being a key take away from his designs. As a new designer, he is not yet in a position to think big in terms of production, and yet he has already committed to methods that will put locality, morality and a strong aesthetic over profits by aspiring to a business model that will limit waste and over production. A visionary newcomer with a refreshingly unique point of view.

Pictured: Dyovana Cantuario Rodrigues wearing Gregory Assad
Photographer: Cameron Postforoosh
Creative Director: Kaduri Elyashar
Stylist: Pauline Grosjean
Hair: Andre Cueto at Wise and Talented
Makeup: Lloyd Simmonds at Agence Carole
Set Design: Quentin Daumont
Casting Director: Remi Felipe
Photographer Assistant: Amir Tikriti
Stylist Assistant: Roisin Breen
Hair Assistant: Mily Serebrenik