SARAH BEYDOUN’S brand of Arab pop has proved to be quiet infectious since launching her line of hand-embroidered purses a few years ago. The fashion world finally took note when her creations were spotted on the likes of Queen Rania of Jordan and CATHERINE DENEUVE. Since then the brand has established a cult-like following amongst fans who eagerly snap up Beydoun’s latest creations.

Whether embellished in sinuous Arabic calligraphy or 1950’s Egyptian movie posters, part of Sarah’s appeal is her ability to capture images from popular Arab culture and repackage them in a thoroughly modern way. Her work ultimately reflects that of a new generation of Middle Eastern designers exploring their own cultural identities in the 21^st century through design.

Yet the unlikely story behind this luxury brand is as intriguing as the handbags themselves.  While a student in Beirut researching her thesis on the lives of women in Baabda Prison, Beydoun realized there were few opportunities for work available to these women once released from prison.

To empower them and help rebuild their lives, she began employing inmates to make bracelets which she sold; distributing the profits amongst them. The line soon grew into an iconic handbag collection packed with social consciousness. Though beautifully made and coveted all over the world, Sarah’s Bag as a brand continues to pursue its mission to better the lives of less fortunate women.

Continuing her exploration of Arab culture, Beydoun recently launched a line of handbags called Sabah Forever, named after the iconic Lebanese singer and actress whose prolific career spans over six decades beginning with her début in Egyptian cinema in the 1940’s.

At the launch party Sabah was the guest of honor amongst a throng of people who came to view Sarah’s latest offering embroidered and silk screened with Sabah’s image.

By Areej at www.pinkmsg.wordpress.com

Images courtesy of www.pinkmsg.wordpress.com