You’d be mistaken for not having heard of the label Addam, nor its designer, Addam Eid. But that will all change when Eid’s architectural accessories adorn the catwalk at StyleAID this July. Her work is a heady mix of outright structure and moments of cascading femininity, albeit rendered in hard shapes and with even harder substance.
Now… the comparisons between her work and last year’s showstopper Alister Yiap (who appears in the established designers section this year) are obvious. Both designers create jewellery which makes a statement, jewellery which is larger than life. But while Yiap’s work has an immediate presence, Eid’s designs are beguiling. Essentially, they draw the viewer in, captivate with their intricacy, all the while playing on the notions of what is art, what is adornment and what is wearable.
Eid describes her own work as being ‘flamboyant, yet elegant, beautifully crafted skin sculptures’, works which command attention, albiet more with a coo than a yell. ‘My work blurs the boundaries between jewellery and sculpture, creating wearable art that can stand alone as a sculpture on a table or artwork on the wall. I infuse my personality with the creative process, satisfying my own bold tastes, leaning towards bespoke, left of centre pieces, with great attention to detail,’ Eid told OUTinPerth.
‘My previous architectural studies influence my approach, blurring the boundaries between jewellery, sculpture and architecture. My mixed ethnicity also generates a distinctive aesthetic style. [For StyleAID] I’ll be presenting new, sculptural and theatrical pieces inspired by the dynamic patterns and rhythms found in the structure of spinifex & in Islamic arabesque architectural designs. This concept has emerged out of exploring my cultural overlap between Egypt and Australia.’
For Eid, adornment is not confined to the ears, neck or fingers. For her, jewellery manifests as giant broaches which double as shields, or headpieces that even milliner Philip Treacy would purr over. Perhaps one of her more breathtaking pieces is the Spinifex Drop (pictured), an interlocking downpour of angles, one which engulfs not only the wearer, but the viewer as well. Which is the charm of Eid’s work – all the pieces have a subtly, a hypnotism, an allure which intrigues and draws comment. Naturally, it’s a body of work which readily lends itself to the drama of the StyleAID stage.
‘I’m excited about a creative approach for the catwalk show,’ Eid said of the process of bringing her emerging label, Addam, to the catwalk. ‘Aside from supporting an important cause, it’s a fabulous event, and a great showcase! I love the fact that creativity is encouraged, with it being more about the theatrical performance than a ready to wear catwalk show. Practical is the new beige! I’m all for inventiveness.’
It’s an enthusiasm which can be found in her predictions for the coming spring and summer, a season she dubs as one brimming with bejewelled recessionistas. I think in these economic conditions,’ Eid explained, ‘it’s a time for consolidation and thinking outside the box, being resourceful, eclectic and selective in our choices, redefining existing outfits, and achieving more with less.’
Addam debuts at StyleAID in July, with stockists confirmed in the coming weeks. If you want to be one of the first to own these amazing designs, than keep an eye out for the Addam group on Facebook, where stockists will be listed as soon as they become available.
Scott-Patrick Mitchell
