Alia Juma and Jamil Juma are the brother-sister duo behind the label JUMA. Former actress and model Alia attended George Brown College and worked as a production design intern at various design houses. An undergrad with a degree in Biosystems Engineering, B.Eng from McGill University, Jamil worked as an investment strategist with Swift Trade Securities and at the Host Marriott Corporation. Both Alia and Jamil are well traveled and understand several languages including French and Gujurati, and have lived in exotic locales such as Kenya, Congo and Kazakhstan. In their spare time, the siblings have actively volunteered with the AIDS benefit Fashion Cares.
The pair set out to create luxury clothing for men and women with discerning tastes. As a fashion director, Alia organizes and implements activities related to product design and development, manufacturing and distribution. Creative director Jamil leads the company’s strategic plans and policies and manages the overall image and positioning of the JUMA brand.
“JUMA is designed with young, affluent, refined individuals in mind. Customers buy our line because of our unique styling, distinctive designs and fabrics. Our collection is quite dark, yet inviting with an energetic rhythm,” says Jamil.
"Our clothes are a different sort of luxury," explains Alia. Since they launched their line, their chic confections have been gaining a following in fashion circles due to the sophistication and modernity and the fact that JUMA collections are seasonless. The emphasis is on collectable, not disposable fashion.
The newest members of the Toronto Fashion Incubator, brother and sister Alia & Jamil Juma are known for their artisan attention to detail and sophisticated designs. "JUMA is the newest addition to TFI resident program and I'm thrilled to have them on board," says Executive Director Susan Langdon. "It will be very exciting to see this new promising design team thrive in Toronto Fashion Incubator’s supportive environment."
Spring-summer season of 2005 is inspired by Brazilian Rainforest. Luscious greens, deep browns, hints of beige and almond as well as shimmers of rusty gold are prevalent throughout the line. JUMA’s signature pleating with exclusive fabric combinations are inherent in this collection. The line is brought to life using linens, silks, French lace and sheer chiffons and the intricate detailing of the offerings for spring, notable on everything from the shrunken, two button jackets with matching shorts in shades of cream and rich brown to the delicate silk halter neck dresses with patterns that evoke the rainforest’s palm fronds. Delicate silk camisoles are adorned with bands across the neckline and hem. Shimmering silk dresses are anything but ordinary with fluttering sleeves and a shirred bust line.
In Toronto JUMA is available online at www.juma.ca
Story courtesy of Faulhaber PR.
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