HAYA ATASSI
Modesty is a nuance
Brand Story
In a world that questions and challenges the definition of modesty and its presence in fashion, HAYA ATASSI is more than just a fashion brand. It is a message through fashion, a statement that recognizes all women, speaks to them, and works on boosting their confidence and highlighting their presence in society. This brand is a revolution, for every woman who refuses to be dictated as to how to dress up, how to cover, or uncover. Modesty is a Nuance. And this is what we stand for. It is for every woman who chose to say “This is who I am”. The brand’s vision is to follow the manifesto of designing blazers as a timeless staple in every woman’s wardrobe by tracing back its historical revolutionary introduction into fashion in time.
The brand visual approaches the story by embracing it and highlighting it as a statement in a bold and outspoken way yet being respectful to its feminine and organic curvy characteristics. Through contrast of thick and thin lines of latin type juxtaposed and mixed with the organic curves and forms of the arabic typography, the brand sets its personality and statement. Paying homage to the origin of the brand and its cultural meaning, the use of arabic typographic forms and curves are highlighted and abstracted to shape the brand’s symbolic icon and visual language.
The Butterfly Icon
The butterfly becomes the long-standing symbol of HA, known for its social and influencing presence and its symbolic definition of a powerful beacon of growth and hope. The butterfly signifies the power of transformation and the incredible feats we can achieve when we trust ourselves.
Client | Haya Atassi
Photo Credits | Tarek Moukadem and Haya Atassi
Beirut, Lebanon
2023