"I STARTED IMAGINING CLOTHES THE SAME WAY I STARTED CREATING IMAGES: WITH A SENSE OF CURIOSITY AND INNOCENCE DRIVEN BY MY NO-BACKGROUND BACKGROUND. NO SCHOOL. NO TEACHERS. NO TELLY. NO BOUNDARIES. NO FORMATTING. I LIKE THE IDEA OF A WORLD THAT WE COULD LIVE AND SHAPE BY OURSELVES, ONLY BY OBSERVING. EACH OUR OWN. MY CLOTHES HAVE ERUPTED FROM THIS WORLD OF MINE. THEY ARE ASEXUAL, ASEASONAL, THEY COME FROM NO PLACE, NO TIME, NO TRADITION, YET THEY COULD BE HOME ANYWHERE, ANYTIME. THEY EXUDE A SENSE OF DISCREET CHIC, THE ESSENCE OF TIMELESS STYLE, DRAWN ON A MONOCHROMATIC AND GRAPHICAL CANVAS. PALETTE OF BLACKS, TOUCHES OF PURE WHITES AND INTENSE GRAYS. SOPHISTICATED UNISEX MODERN CLASSICS FOR ANTI-CONFORMIST INDIVIDUALS." - Rad Hourani

Rad Hourani reinvents fashion by transcending its conventions, creating a unisex luxury that is changing women’s and men’s wardrobes since he launched his namesake label in 2007 in Paris. Like all truly great visionnaires, Hourani not only depicts fashion, he defines it, and gives it cultural resonance. Gender-agnosticism is the driving conceptual direction in Rad Hourani's work, and growing up and living in such different parts of the world has certainly contributed to Hourani’s rather holistic design approach: self-tought and driven by a passion for modernity, Hourani creates a luxurious yet affordable lifestyle that has rid itself of any conventional restrictions : no gender, no season, no rules, epitomising the values of freedom and unisex elegance.

In June 2010 Rad Hourani was invited by Joyce Gallery Palais Royal in Paris to present TRANCLASSIC, an ode to transformation and timeless beauty, expressed through his photography, film and sound installation. Imagined and curated by the Hourani himself, Tranclassic enabled him to reveal his vision in a coherent multimedia synthesis solo exhibition for the first time after a group showing in Antwerp for the RA/MoMU BLACK installation.

TWO COLLECTIONS = ONE CONCEPT

RAD HOURANI     +     RAD by Rad Hourani

While the Rad Hourani line functions as a laboratory, and experiments with new shapes and fabrics in a couture-like approach, the RAD by Rad Hourani collection, focuses on styles and silhouettes of the same unisex signature look offered in different materials and a more casual transformable fit. Hourani's objective is to create garments that can be worn by anyone at any time, so he subverts the biannual fashion calendar to some extent by fusing and blending seasonal stereotypes into an adaptable innovation system based on aseasonal collections identified only by their sequential number. Both unisex lines are sold in the same stores, maintaining a broader-spectrum offer around one signature style. They are carried by avant-garde retailers such as Seven New York, PODIUM (Moscow), ANTONIOLI (Milan), Daily Projects (Seoul) Maria Luisa at le Printemps (Paris), Luisa Via Roma (Florence), Midwest (Tokyo), and Joyce & I.T (Hong Kong).

In September 2010 the RAD by Rad Hourani Collection #2 will also mark the implementation of an innovative concept: throughthe season-and-genderless quality of the clothes, the styles revealed on the runway will simultaneously be available in stores and on Rad Hourani's own online shop.