Adding to the bloom to spring 2020, Galeries Lafayette Doha launched the unique ‘Mother Blossom’ campaign on February 22, 2020. The theme not only celebrates the advent of spring but also paved the way for the upcoming Mother’s Day celebrations in the Middle East on March 21. The stars of this campaign were the creative floral designs by world-famous British paper artist Zoe Bradley.
To support the campaign, Zoe was herself present at the launch event of the campaign where the local media and social media influencers got a rare chance to interact with her. The paper artist, whose work combines sculpture, fashion and theatre, conceptualized and created some exclusive pieces to adorn the Parisian Department Store for the ‘Mother Blossom’ campaign.
Speaking about her creations, Zoe said: “I work with paper just as a designer works with fabric, folding, curling, scoring and stitching the paper. My challenge is always to create something unexpected from its original 2D sheet form into a magical 3D sculpture. I am excited to present my contemporary paper art installation and it’s very rewarding to see my paper sculptures fit into different environments and cultures.”
Apart from the four floral headpieces featured in the store, it is the pastel pink paper floral dress that will leave everyone spellbound. This is the first time the dress has been displayed to the public and the discerning customers of Galleries Lafayette.
Symbolizing the awakening of a new season and in celebration of Mother’s Day, the dress featured prominently at the entrance to Galeries Lafayette Doha, offering an inspirational welcome on a monumental scale.
The dress took three weeks to make by highly skilled members of Zoe’s team. It’s adorned with over 1,500 hand-cut flowers, including a typically English variety of roses, cherry blossom, delphinium, daisies and butterflies. Each individual flower was applied by hand, creating the pattern and texture of the gown. The final creation was led by Zoe’s own instinctive eye – which makes every dress of hers truly unique.
Thanking Zoe for her support and contribution to the ‘Mother Blossom’ campaign, Creative & Store Design Director of Galeries Lafayette Doha Kevin Gerard Pender said: “It is an honor to have Zoe Bradley’s art displayed in our store. The way she conceptualized and created the unique works to art to merge with our campaign is truly awe inspiring. Zoe’s paper sculpture will create an unforgettable experience for our clients.”
Zoe draws upon her skills as a former fashion designer, working like a tailor while also applying her artistry using the paper form. Today, her clients include worldwide luxury brands such as Louis Vuitton, Dior, Tiffany & co., Graff, Christian Louboutin, Sotheby’s and Harrods.