Word: scervino
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Dates: during 2007-2007
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...British development grant, the embroidery project started out small, but the quality of its product soon got the attention of the international fashion industry. Today, form-hugging jeans and sexy silk blouses embroidered by the traditional craftswomen of Siwa grace the catwalks of Milan for Italian designer Ermanno Scervino, while the brand name Siwa Creations sells in exclusive outlets in Turin, Florence, London, Paris and New York. "We wanted to make an authentic line that was wearable by a modern woman anywhere in the world," says Laila proudly...
...floor chatting while carefully using needles to work colorful silk threads and beads onto garments, bedding, cushions, and soft leather sandals and belts sent from Cairo or Florence. These sheltered women, most of whom have never set foot outside of Siwa, have been delighted to see recordings of the Scervino Milan show and images of beautiful women posing on the covers of Cosmo and Vogue in outfits stitched by their hands in isolated Siwa. The young women who are all covered in modest garments giggled at the site of the models, but were not offended by their different dress code...
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