New Era awards bursary to most unique display of self-expression in headwear design
OCTOBER 2011 (London) - New Era, the international lifestyle brand with an authentic sports heritage, is pleased to announce that after an international search for the creative minds of tomorrow, a winning entry by 23-year-old Lina Al-Amoudi from Sharjah, United Arab Emirates, has been chosen and will be awarded the £10,000 bursary to assist in launching her chosen artistic career. Her design will now go on to feature in a touring gallery exhibition and be published in a limited edition New Era Introducing book along with the other 79 finalists.
After being presented with a blank canvassed 59FIFTY and asked to unleash her creativity for the second phase of the project, Lina wanted to represent a true insight into her culture and took great inspiration from the tale of Balqis, or more commonly known as the Queen of Sheba. The religious figure was admired for her mysterious and exotic power which was seen as the embodiment of divine wisdom.
The outer wooden structure tells the story behind the Queen’s leadership of the Sabaean Kingdom as well as her role as an adoring mother. The iconic hoopoe bird which acted as a messenger between Kind Solomon and the Queen for many years, is also called out in the story – all of which is intricately handcrafted on the four panels that formulate a symbolic crown, holding the royal red velvet inner lining of the cap.
The kingdom of Saba was a prosperous trading nation, especially in the spices market where frankincense was a popular scent in Arabia, Lina not only took visual reference of the tale, but aroused the senses by infusing the Islamic patterned fabrics with this evocative scent. The coins fixed to the lower base and the upper silver cap have connotations of wealth and power, a representation of the Queen’s valuable and worldly possessions that she shared with King Solomon.
New Era Introducing is a global creative project initially launched in EMEA, with plans to roll out the project in the US, Canada, Brazil, and Mexico in 2012. The first phase encouraged talent from eight participating countries - United Kingdom, France, Germany, Italy, Spain, Sweden, UAE and South Africa - to submit their work to the creative community on the New Era Introducing website www.neweraintroducing.com.
Upon the second phase, a shortlist of uniquely creative individuals from each country were issued a blank New Era 59FIFTY cap and asked to express themselves and their talent by transforming the 59FIFTY cap into a distinctive work of art as well as capturing the creative process behind their cap design; detailing it’s birth, creation, experience and influences. The final entries were appraised by an international judging panel, including renowned British tailor Timothy Everest, and will form a touring exhibition that will visit galleries throughout major cities in the contributing countries.
"New Era Introducing is a platform for self expression and a strong reflection of our brand DNA. We have built our brand by focusing on customization and collaboration and the opportunity to work on a project with young creative minds of tomorrow is incredibly exciting,” explained Wayne Best, New Era EMEA’s Marketing Director. “The unique artistic expressions and interpretations of the New Era 59FIFTY are simply inspiring. We’re proud to showcase these young talents and present their work in a unique gallery experience across EMEA, and eventually around the World.”