WorkBranding, Lookbook

Umali is a small fashion label founded by German-Filipino designer Anneliese Umali. Growing up in Germany she dedicated her first collection “Overseas” to her origin and combines her diverse cultural influences in an extravagant series of designs. More specifically her collection was inspired by the story of her mother who moved from the Philippines to Germany as a guest-worker. On a furlough she met her husband who was a guest-worker in the USA. They married and for 13 years were in a long distance relationship. In 1983 they moved to Germany to settle. Anneliese Umali captures the diverse impressions of this journey within her pieces.

The labels identity is inspired by her Filipino roots and features graphic details from several Filipino backgrounds. For the Overseas-lookbook she collaborated with Munich based photographer Elizaveta Porodina who gave the photography a high-gloss feel that was put in contradistinction to the graphic elements used in the lookbook.