A Jordanian fashion line built up with the support of the EU-funded Creative Mediterranean programme is breaking onto European markets with its summer collection soon available at a showroom in Milan.

The new collection JO! by Creative Jordan is made up of 50 pieces for 29 different looks. It has been developed under the banner of Creative Mediterranean, by Creative Jordan, the local chapter of the project in Jordan.

​​The brand is the result of a collaboration among designers Dina Maqdah and Zein H Mango, embroidery specialist Aida Ghanem, industrial designer Tallaat Hadad and project designer Ibrahim Al Badareen. The group worked with design workshops, institutions and local fashion schools under the guidance of Caterina Filice, designer and expert from UNIDO, and the creative advice of Antonella Di Pietro, Global Creative Director for Tommy Hilfiger.
The line revolves around a simple idea: to defy the conventional ideas of Middle-Eastern fashion and to allow women to reinvent their role and express themselves through their creativity. The Design Coordinator of the initiative Giulio Vinaccia, explained: “The idea was to provide young female designers the means to rediscover their traditions, and therefore their own history, and to reinterpret these through contemporary garments. The young designers involved had to reinvent themselves and claim back their confidence by creating their first collection.”

The collection was introduced last year is now under production; the first stock is expected to be available in the market in July 2017.

Samples have already been sent to agents in Milan, Italy, and the collection will be available in exclusivity in the Vigevano showroom.

Buyers can also make orders through the collection’s website, www.jobycreativejordan.com, which will be launched soon.

The Creative Mediterranean project (Development of Clusters in Cultural and Creative Industries in the Southern Mediterranean) is implemented in the framework of the Private sector Development in the Southern Mediterranean Programme, and aims to foster entrepreneurial co-operation in the cultural and creative industry notably through the promotion of promising pilot initiatives demonstrating contribution to inclusive growth.

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Press release

Creative Mediterranean – website and Facebook page