"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 AND SHADES OF TIMELESS COLORS. 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.
Since his first show during Paris Haute Couture week in July 2012, Rad Hourani has became the first designer to present a Unisex Haute Couture show in history.
Indeed, Hourani does not consider himself to be either a designer, nor a photographer, nor an artist, nor a filmmaker, nor a writer, nor an art director, nor an architect, nor a musician. He is all of that in one, which gives him a wide scope of self expression that puts his mark on everything he is undertaking and that nurtures and pushes further his vision of a world without any boundaries be they physical, mental, or gender-based.
RAD HOURANI + RAD by Rad Hourani
While the unisex haute couture Rad Hourani collection functions as a laboratory, and experiments with new shapes and fabrics, the ready to wear 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.