Rami Kashou, a Palestinian designer who has dressed some of the most recognisable women in the world, has returned to his roots. Now he’s not only inspiring upcoming designers but is also infusing traditional embroidery into his creations and launching them into global markets. This helps Palestinian women to showcase their art and create employment for them.
I meet Kashou in Ramallah and I am immediately stumped by his humble demeanour as I was expecting the internationally-renowned fashion designer to be aloof and haughty.
Seated, he begins to tell me his remarkable story. “I was born in [occupied] Jerusalem, raised in Ramallah and left for America in 1995,” he says. “Fashion designing was my childhood dream. During the first intifada, I was about nine-years-old and I would scribble ideas on my schoolbooks. Mum’s friends would come home for coffee and they would see my sketches, like them and then take them to local seamstresses to make outfits from them.”
“My parents knew I had special talent and they supported me. During the military curfews, we would stay indoors [for] three to five days and, in this dull and dangerous environment, my fantasy or escape was designing. This is where my passion was nurtured.”
After Kashou moved to the United States, he worked in retail for several years. This eventually led him to a buying and merchandising position at a well-known boutique in Los Angeles. After a stint of travelling to Europe as a buyer, Kashou bit the bullet and purchased two sewing machines.
“I studied pattern making from the local vintage boutiques.,” he recalls. “I would buy a piece and take it apart and inspect it, then I would learn. After three years of self-education, I began creating what would later be known as the ‘one of a kind’ collection that was picked up by various notable Los Angeles boutiques.
“Stylists for celebrities started buying them and I began to receive mentions in magazines. In the beginning, I dressed Paris Hilton, Jada Pinket Smith and Pink. This then led to selling my clothes on consignment to two stores where celebrities shopped. And I did my first fashion show in Los Angeles in 2000 where Christina Aguilera sat in the front row. From that moment onwards, stylists and actresses sought me.”
His life had changed.
“As a young designer I became known for my red-carpet dresses, which were feminine and romantic.”
But what was so special about Kashou in a city full of fashion designers?
“Celebrities liked wearing my outfits, they had classic elements with modern designs but more than that it was the quality of my work and unique attention to detail. I never compromised and that was my signature style.”
Then New York beckoned. “I began getting invitations from non-profit organisations that supported young artists. The first time my collection was showcased was in 2001.”
Kashou’s meteoric rise led him to move to Silverlake in Los Angeles.
“Clients would come for custom designs. I signed up with sales rooms for my collection and then started selling to 50 boutiques in three years’ time, including Harrods in London.”
In 2010, Kashou’s big break came.
“I was signed up for a television competition, Project Runway, which was screened globally — 15 designers had to compete for the final three spots, with design challenges. I made it to the final three, and that led to me showcasing my collection at New York Fashion Week. Although I finished runner-up, it was an awesome experience with all the exposure I received.”
This opened new doors for Kashou.
“I met Queen Rania of Jordan and designed for her. She had read about me in a Jordanian magazine and approached me to design eight pieces for her. I had the privilege of dressing her for the annual UN President’s Meeting in New York, where she wore my gown.”
Known for his signature sculpting and draping, Kashou says: “I celebrate women through romantic interpretation of inspired feminine and architectural design. I have draped the silhouettes of celebrities and trendsetters such as Rihanna, Penelope Cruz, Malin Akerman, Dita Von Teese, Heidi Klum, Jennifer Lopez, Fergie, Becki Newton, Paris Hilton and Madonna’s half time Super Bowl show.”
“I was honoured with the Gen Art Alumni sponsorship to showcase my collection in the tents of Bryant Park, in addition to my many seasons at Mercedes Benz Fashion Week at Smashbox Studios in Los Angeles. My designs have graced the pages of Harper’s Bazaar, New York Times Magazine, Vogue, Women’s Wear Daily and Flaunt.”
In 2005, Kashou was commissioned to create costumes for America’s Next Top Model national ad campaign. And in 2011, Kashou launched Fashion on Paper, a collectable line of greeting cards. He later ventured into costume design for Helios Dance Theatre by designing a dancewear collection in 2017. His accomplishments have been celebrated and honoured by a variety of prominent institutions such as the Make a Wish Foundation, LA Fashion Awards, Seeds of Peace, IMEU, ATFP, Princeton University, Los Angeles City Council and the United Nations 2016 Threads of Continuity Embroidery Exhibit.
Kashou’s television appearances include Live with Regis and Kelly, the Tyra Banks Show, The Style Network, HSN, E! News, Channel, Wealth TV. Most notably, he was a finalist on Bravo’s Project Runway, showing yet another stunning collection at Bryant Park during Fashion Week.
Kashou was recently in his hometown of Ramallah partnering with Qattan Foundation to support and lead a design mentorship programme for a group of aspiring Palestinian designers.
“I have spent a month here, designed a programme with six design challenges — inspirations from a visit to the Palestine Museum, from unconventional material like paper and plastic containers, a cultural exhibition and use of fabric leftovers, recycled and refabricated to create contemporary outfits. Their creations will be showcased at the primary school I attended. They are hungry for design mentorship, they have lots of potential and I am utilising my passion for designs which has made an enormous difference for them. The winner will receive financial assistance to create their own clothing line.”
After the event, Kashou was pleased.
“The venue was packed. Local, regional and international media covered it and we received lots of positive feedback.”
But Kashou’s focus has been on Palestinian embroidery.
“I am seeking investors to take Palestinian embroidery into the global market, with a designer collection. My idea is to infuse something into an age-old art, create a lifestyle brand, build a base, create jobs and most importantly create quality Palestinian hand-designed couture art. And the idea is also to market it to the Arab world as ethical fashion which speaks about Palestinian culture and heritage.”
In a few days, Kashou will return to the fashion hotspots of America but his heart and inspiration shall always reside in his homeland of Palestine.
Rafique Gangat, author of Bending the Rules, is based in Occupied Jerusalem.
