Designing collections since 2011, I have always had a thing for a season-less design to create, that would be ready and waiting in the closet at anytime of the year.

Fashion is officially a year-round engine, seasonless, trend-fluid, and serving the customer- What a concept! We can now stop pretending that we need new clothes every season. How going seasonless could save money, save fashion, and also kind of save the world, is what my mind was set when I was designing the very first/official collection launch as a brand.

Simply put: People are not buying as much clothes as they used to because of the pandemic, and,

as a generation, we are able to re-style and re-think our wardrobe and create new looks using pieces from the closets.

I am not referring to the business side of fashion, were seasonality, for fashion brands and designers, means to sell more products every 365 days, thus, having to launch 5 or more seasonal collections per year. This heart-to-heart is about seasonless fashion that can be in your wardrobe year long. Pieces that you can play with, mix and match and make it work with whatever the weather.

Seasonality, at its most basic level, makes a lot of sense. In some climates, like in the northeast, the weather can change from blistering heat to below zero in a matter of days, which means going from wearing shorts one day to layering everything you can find to stay warm the next. If you go seasonless, with having the right kind of designs and pieces, you can re-invent and re-style your wardrobe depending on the degrees.

For the first launch, the Dana Riad Four-Seasons Collection 2021 is for the rain-or-shine, and an all-seasons capsule that is versatile and multi-purpose. The silhouettes, and matching sets designs can be re-styled in many ways, as well as the color scheme of nude, blush and skin tone is indeed seasonless and timeless, giving the consumer the flexibility to wear all-year-round.