Many of the accessories and decorations owned by the pop diva are made in Lavapies. In this district of Madrid, Lebanese Assaad Awad designs unique pieces for selected customers. Exactly two years ago he decided that it was over and wanted to start a new life. Assaad Awad had already developed a successful career as creative director in advertising agencies in Lebanon, where appropriate, and in Spain, his new home for the past six years. His name has been associated with the campaigns of Dunkin ‘Donuts, Pizza Hut and some Russian and Ukrainian banks, but he had had enough. “I had never designed jewelry and accessories, but it was what I wanted. I knew I could keep it because customizable clothes for me, has changed its forms, including recycled pieces and items where the fabrics are different.” The idea of starting the project was always firm and he rented a basement in the same building where he lives with his boyfriend in the district of Lavapies in Madrid. He created the laboratory where, since 2009, he has produced parts as obvious as they are bold. “Everything that is strong and hits is sexual.
In addition, working with materials like metal and leather, with the latter we obtain the anatomical shapes and the phallic,” he says while nailing nails in one of his pieces. Assaad has not abandoned the discipline of his previous work and spends four hours every morning to visit suppliers, among which include hardware and leather upholstery. Then starts working without time to stop. “When I started, my mother was shocked. He said:” Our son has been creative director, earning lots of money and is now part of Ibiza for the holidays… ‘”
Although at first his family did not support him, social networks themselves were on his side. From the first time that his work began, Twitter and Facebook began circulating their images. In just four months he received his first assignment, a boon in the form of emails from someone whose name resounds throughout the world. “Anna Trevelyan, Lady Gaga designer, contacted me to say that she had seen my work on the internet and loved to be different.” After these five orders garnered a lot of praise, there were still pieces to be displayed. But the overall impact of the jewelry came with the video of Judas, the second single from the album Born in this Way, in which the actor wore a crown of thorns made by Awad. He continued with a performance by the singer at the last Cannes Film Festival, where her dancers wore gold belts, and went to London, when the show was also a star of the silver star. Accessories all come out of the lab Awad. For a period was in full designer Easter. “The fans went crazy and commissioned dozens of crowns of thorns.” His customers included orders from Paris, Japan, Lebanon, Saudi Arabia, New York, Los Angeles, Canada, Brazil or Spain.
Nicola Formichetti, creative director Thierry Mugler-current has also sent an e-mail with a proposal to which I could only answer with a resounding yes. “He wanted accessories for the men’s collection for spring-summer 2012.”