Augeo Puella Transforms Timeless Art into Ageless Fashion

Whether fashion is an art or a craft is a highly-debated subject that has ruffled the feathers of more than a few creatives. Augeo Puella, a new local label, navigates within the space of the enduring, culture-defining dialogue where the two spheres of fashion and art intermingle.

By combining some of the most iconic pieces of art in human history, like Vincent van Gogh’s ‘Starry Night’ or works from Pablo Picasso’s Modernist era, Augeo Puello fuses the line between art and fashion, making the two inextricable. The statement therein is that the two are one and the same. Why pick sides? “Fashion is art. Not only fashion, everything in our lives can be about art,” cofounder Mohamed Al Nassar tells SceneStyled. “If you possess a love for beauty and the eyes for it, then you get it, and so you get fashion.”

For Al Nassar and his co-founder and spouse, Sherouk, the bulk of their inspirations are drawn from the schools of Impressionism and Abstraction. The same love for art is funneled into their love of craftsmanship and quality, as they exclusively import Belgian linens and other fabrics from the same manufacturers used by historical design houses including Yves Saint Laurent, Gucci, and Versace.

They’ve also cast the common practice of digital printing aside, and instead painstakingly use silk screen printing by hand for their designs, and can weave up to 90 Swarovski crystals by hand for some of their designs. Augeo Puello doesn’t want to make pieces for the masses, nor do they want to produce large quantities. What they really want is to create pieces that facilitate a conversation with the designer and the wearer, to create a manifestation of human art.