What you don’t see on screens, or on catwalks, or even in the backstage, or ateliers are deep and full of emotions with bumpy rides and challenges.We don’t see that. But we are about to reveal them, Reveal these raw insights rare to be shared.<div> </div><div><span style="font-family:'Times New Roman';font-size:medium;">We sat with Zoya Ward Issa El Khoury, our in-house producer who is the sister of Tony; She had done all of our shoots and fashion shows for the past couple of years. Zoya is someone very passionate, yet you see her running firmly through the sets to make things done. Behind the shoots, the fashion films, the legacy documentary, the latest Tony Ward Couture shows… There is a whole other story that you don’t know about.</span><div style="font-family:'Times New Roman';font-size:medium;"><div></div></div></div><div><p><span style="font-family:'Times New Roman';font-size:medium;"> </span></p><div style="font-family:'Times New Roman';font-size:medium;"><span style="font-weight:bold;">What challenged you the most in the latest Couture Fashion show?</span></div><div style="font-family:'Times New Roman';font-size:medium;"> </div><div style="font-family:'Times New Roman';font-size:medium;">The last Couture show took place in the same venue ‘Salle Orbe in Palais de Tokyo’ as the last couple of shows, so one of the challenges was to re-create the space and make it different than the other times we showcased there.We had to work around the theme ‘Golden Ratio’, which is a theme that is organic and related to our raw surroundings; along with the creative director Carlo Kassabian, we had started a deep research since September and we had a vision to imagine a background that goes along with the theme. </div><div style="font-family:'Times New Roman';font-size:medium;"> </div><div style="font-family:'Times New Roman';font-size:medium;">After many sketches, back and forth trials and errors, we came up with a white installation in carton boards floating from the ceiling and contrasted by a black box, with pleats replicating the fabrics. The challenge was how to install this not-so-simple installation on a 7m height, and to adapt the light around it to have a game of shadows and lights.We started the day before the show at 8pm and it was 4am and the installation didn’t come to life yet, I had to think of a plan B just in case as we faced many technical problems while installing it.Fast forward to 11am, few hours before the show, this artistic shape was perfectly installed and our vision from sketch became a reality. The lighting effect on it was beyond our expectations! </div><div style="font-family:'Times New Roman';font-size:medium;"> </div></div>