FROM CONCEPT TO COLLECTION
The collection at ES required a team effort, so Saab worked with the creative team to develop a theme. This process involved sharing ideas and discussions regarding the needs and wants of women, the primary target market. The team agreed on the silhouettes, fabrics and colors that made up the theme for that particular season. It then worked to develop the patterns and samples to be displayed for shows. Many hours went into the production of the collection to ensure that the final product was a true masterpiece.
The finished dresses were featured at the fashion shows, and pictures of the dresses were then used to create the printed catalogs and other marketing-related materials. The actual gowns featured in the fashion show were not sold but rather were archived.
Although Saab stayed true to his celebration of femininity and elegance, he had the ability and willingness to adapt to the evolving needs of the modem woman. For example, the Saab 2010 collection had less lace and embroidery than his previous collections. He also used new fabrics such as rough silk and wool.