Photographed courtesy of Sequoia Emmanuelle for W Magazine
W Magazine called 2020 “one hell of a year to make a vision board” and Saida's was one of the most ambitious. Author Alden Wicker traces how Saida's intention board, filled with images of Beyoncé and diverse, inclusive casting, quietly manifested into one of the brand's biggest years yet.
The piece walks through the run: Madonna wearing an Object & Dawn headpiece in her “Medellin” video with Maluma, Offset wearing the brand for his 2019 solo album cover, Beyoncé's Rushi headpiece in Black Is King, Jordyn Woods in a full Object & Dawn set in Megan Thee Stallion's “Body” video, and Gwen Stefani adopting a full Object & Dawn outfit for her modern, comeback look in "Let Me Reintroduce Myself."
“I'm trying to recreate that fluidity that can respectfully exist between cultures,” Saida tells W Magazine.
The profile also traces Saida's path from a refugee in Sweden to Parsons Paris and New York, through a decade designing for Banana Republic and Ralph Lauren, to the three-month sabbatical in a Vietnam village where the idea for Object & Dawn was born.
