Cover image for When the founder of Agdad

When the founder of Agdad inherited her grandparents' clothes, she didn't see old garments. She saw a vocabulary — shapes, fabrics, and details that held decades of memory in every seam. She didn't want to preserve them behind glass. She wanted to wear them. To reimagine them. To pass something forward. Agdad was born from that impulse: a modest fashion brand that takes the clothes of a generation past and finds their place in the present. The challenge for us was to build an identity worthy of that story — one that could carry the weight of inheritance without collapsing under it. — The tagline came early: Stitching Stories. And it gave us our visual answer. If the brand lives between old and new — between a grandmother's wardrobe and a woman's life today — then the stitch is the perfect metaphor for that space. It's what holds two pieces of fabric together. It's the seam between what was and what becomes. So we made stitches the visual direction. Not as decoration, but as a design language. The stitch pattern became the connective tissue of the entire identity system — threading through the logo construction, the graphic elements, the textures, and the layouts. Every visual decision asked the same question: does this feel like it was made by hand? Does it feel like it belongs to something larger than itself?

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Ahmed Badr

Art director / Brand Designer