Purificacion Garcia (PG) has launched the third chapter of its regional “Thinker Programme” which is an initiative aimed at highlighting and supporting emerging talents from the GCC.

The two-tiered programme is aimed at supporting regional emerging talents and inspiring an organic connection between art and fashion.

The first leg uses art and fashion and the concept of community to promote positivity and unity via social media.  The brand has collaborated with five regional emerging creatives to showcase their work, reimagined through the lens of Purificacion Garcia.

The talents include photographers Hyku Desesto and Mokhtar Chahine, Chef Kamilla Omarzay and fashionistas Nirvana Abdul and Rita Dahdah inspired by two of the brand’s concepts - The Origami and the Cube. To motivate their followers, they challenged them to share their artworks by reimagining the symbols that represent the brand’s DNA and values. As a result, a wide range of artworks were created ranging from Cubic shaped drawings, styling sessions and even Origami shaped dishes. Three winners were selected on June 28 - Valentino Montuerto Jasmin, Taha Tercan and Abeer Shenawi.

In the second layer of the programme, PG has partnered with KSA based universities Princess Noura University as well as Dar Al Hekma University to support and inspire the next generation of up and coming ­­­artists. Through the special initiative, students were challenged to create their own work inspired by the brands key concepts.

A Jury comprised of the university’s dean, teachers and two profiles from the brand’s previous Thinker Programme Chapter - Mawadah Muhtasib, who is a Jeddah based artist who created her own calligraffiti typeface, and Huda Beydoun, who is a creative director, fashion photographer, and painter. From the Dar Alhekma University, Marah Alshaban won first place and Zinah Kilani in second place. For Princess Noura University, Shaymaa Alshamri was chosen as the winning artist followed by Aalyah Alamri.

Winners not only benefitted from the feedback but were also rewarded with vouchers to shop their favourite pieces from the store along with a certificate from the brand and signed by the designer herself.