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Mehtap Elaidi

For its Spring Summer 2022 collection Mehtap Elaidi takes us on a sentimental journey down memory lane to its Creative Director Mehtap’s childhood and the neighborhood she grew up in back in the 1960’s and 1970’s of Istanbul.

Kalamış in Kadıköy was a neighborhood right by the Bosphorus with small seaside buildings where all the kids played on the streets and picked fresh tomatoes from the vines in the gardens, where all the teens boarded their rowboats to wander on the sea or took sailing lessons, and where all the parents attended biannual balls at the famous Moda Deniz Kulübü.

Imagining this Kalamış and a frozen-in-time version of it, the design team calls the collection #KalkhedonRiviera, making a nod to the area’s ancient city name Kalkhedon and the fashionable and laid-back past of this green seaside neighborhood.

These inspirations are brought to life in the anchor, hornshell, rowboat and olive branch prints designed by the ME team and printed on technical or organic cottons. The use of striped fabrics and sailor’s ropes, the contrast of navy and white and new twists on the sailor’s collar are all strengthening the marine theme in #KalkhedonRiviera. Keeping comfort as a priority, the brand creates a rich collection filled with the contrast of voluminous and sleek silhouettes and the contrast of fabrics such as a thick and textured raw silk fabric and a lightweight and flowy tencel linen. Embroideries that resemble child’s drawings and handmade colorful fringe details are a nod to the Creative Director Mehtap Elaidi’s childhood and it also acts as a reminder for us to cherish the child in us all.

Complementing the collection is the short fashion film that starts in a present day Kalamış and then takes us on a journey to an imaginary Kalkhedon Riviera of the past. The film kickstarts with the protagonist ME Woman (who seems to be on a search for something) running into a hopscotch game drawn on the street with chalk. As soon as the ME Woman throws a hornshell into the first box and steps to the second one, she is transported into the dream-like Kalkhedon Riviera. We see little peaks of Mehtap Elaidi’s childhood pastimes before the Creative Director herself is on screen handing the same magical hornshell we saw at the beginning to the ME Woman. The members of the ME team also make cameos in the short film wearing items from the collection and the song that accompanies the film is called “Istanbul’a” and it is written and performed by the duo Tuğçe & Santi. The film is directed by Anıl Kaya, its story is by the brand’s Marketing Director Lal Omur and its Creative Director is Dilara Omur. The styling is by Bengisu Gürel.

The Spring Summer ‘22 lookbook is photographed by Mehmet Erzincan and styled by Bengisu Gürel and it features the thematic and mystical hopscotch again, this time in 3-dimensional and mostly deconstructed form. Joyful poses, lots of movement and a relaxed attitude perfectly represent the ME Woman in a childlike joy while also capturing the dynamic silhouettes, rich fabrics, and unique details of #KalkhedonRiviera.

 

Moda Filmi Kredileri:

Yönetmen: Anıl Kaya

Hikaye: Lal Omur

Uygulayıcı Yapımcı: Cansu Aydın

Stil Danışmanı: Bengisu Gürel

Makyaj: M.A.C Cosmetics’ten Ela Temiz

Görüntü Yönetmeni: Anıl Türken

Işık Şefi: Ömer Aksoy

Yapım Asistanı: Bengisu Kömürcü

ME kadını: Pilar Lavado

Kreatif Yapımcı: Dilara Omur

Düzenleme: Serdar Borcan

Stil Danışmanı Asistanı: Gözde Ekici

Saç: Erdem Kıramer’den Deniz Akdeniz

Kamera Asistanı: Yiğit Cansın Hekimci

Işık Asistanı: Hüseyin Bektaş

Müzik: Tuğçe & Santi – “İstanbul’a”

 

Tuğçe & Santi, Emir, Begüm Irmak ve Mehtap Elaidi Ekibine özel teşekkürler.

 

Fotoğraf çekimleri hakkında:

Fotoğraf: Mehmet Erzincan

Stil Danışmanı: Bengisu Gürel

Makyaj: Özlem Altıntaş

Saç: Ali Yılancı

 

İstanbul Hazır Giyim ve Konfeksiyon İhracatçıları Birliği’nin (İHKİB) organizasyonuyla düzenlenen FWI; T.C. Ticaret Bakanlığı öncülüğünde Türkiye İhracatçılar Meclisi (TİM) nezdinde kurulmuş olan Türkiye Tanıtım Grubu (TTG) tarafından desteklenmekte ve Moda Tasarımcıları Derneği (MTD) ile İstanbul Moda Akademisi (İMA) iş birliğinde yürütülmektedir.

 

FWI’yi takip etmek için;

http://fashionweek.istanbul/

https://www.facebook.com/fwistanbul/

https://twitter.com/FWIstanbul

https://www.instagram.com/fwistanbul/

EDİTÖRE NOT:

MEHTAP ELAİDİ markası hakkında;

MEHTAP ELAİDİ markası 2000 yılında bir beyaz gömlek markası olarak kuruldu. Kısa bir sürede gömlekleri, deneysel kupları ve detaylara verilen önem sayesinde Türkiye’de sadık bir müşteri kitlesine ulaştı. Kurucusu Mehtap Elaidi’nin kreatif direktörlüğündeki marka bugün benzersiz tasarımları olan ve fonksiyonel parçalar sunan öncü bir hazır giyim tasarımcı markası haline gelmiş durumda. Geçtiğimiz 20 yıl boyunca yürütülen ihracat çalışmalarıyla da tasarımlarını dünyanın dört bir yerindeki müşterilerine ulaştıran MEHTAP ELAİDİ markasının evi olan İstanbul’da ise ürünleri kendi dükkanının ve online sitesinin yanı sıra Gizia Gate mağazalarında bulmak mümkün.

Bilgi ve iletişim;

L'Appart PR

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