Discover the Colorful World of Mehtap Elaidi

Discover the Colorful World of Mehtap Elaidi

A Cotton Love Story with a Middle Eastern Twist

Are you ready to step into the colorful world of Mehtap Elaidi, a new universe of cotton shirts? What began as an inspiration from Mehtap’s father’s oversize shirts, became a fashion movement in experimental cuts, organic compositions, and a series of timeless cotton. Life is Style is proud to support Mehtap Elaidi, as a women founder who represents the innovative manner in integrating the Middle East as a part of the sustainable fashion conversation. Mehtap represents a particularly unique story as a founder who creates collections inspired by personal and humanized stories. That is the muse behind her specially crafted designs, choice of color, and use of the signature cotton in all items. 


Looking to learn more about a brand that values women and positions them at the forefront of their design initiatives. Check out Mehtap Elaidi’s Instagram account. 


Let’s dive in. 


The Story of Mehtap Elaidi


In April of 2000, having faith in a white shirt’s force and immortality, originator Mehtap Elaidi constructed a brand offering shirts that could be worn both day and night. Gradually, the assortments developed with the expansion of experimenting with new pieces. Presently Mehtap Elaidi is an inside and out, holistic, ready-to-wear brand offering a wide range of components from shirts to dresses to coats. 


In spite of the fact that a few things never show signs of change, the brand material remains consistent as the signature of the brand; a fresh cotton texture that lives in inhales and is perpetually a work of art. 


The brand loves to mess with volumes and creative cuts so the assortments have a hefty spotlight on pieces of cotton since, like the team, cotton is unashamed and consistently voluminous. The team likewise values utilizing the best cotton in their exemplary dark and whites to appeal to a timeless nature of much more than one season, and working for any event; 60% of their assortments are natural or made of supportable textures. 


In their essence, the brand and team position themselves as cognizant garments for the proud ladies that will endure forever! Let’s look more closely at their newer collections to get a sense of what the brand stands for. 


Mehtap Elaidi in Istanbul Fashion Week 2021


A collection of Mehtap Elaidi in autumn/winter 2021 introduced a fashion movie during Istanbul Fashion Week. For his collection FW21, the creative director Mehtap Elaidi and her team are examining a character and part of lifestyle polarization, and this duality is introduced into short, style, and fashionable films. The collection called “#inandoutofthecocoon” has changed its imported meaning from physical and metaphorical houses and the importance of safe sensation in the cocoon after 2020. 


The FW21 collection is a combination of classic and comfortable standing. We have grown increasingly accustomed to our comfortable living, not having to take off our sweats, and sticking to our pyjamas even if we will be taking a meeting. Not everyone is sure if a full transition back to reality is possible anytime soon. Given this reality and preoccupation with comfort, the team wanted to extend the sense of comfort in the design. 


The design team uses an elastic band and an elastic cloth to make comfortable clothes and choose a box silhouette of the zipper and the button. Experimental cutouts and professional tailors can be seen through a collection with details such as abstract embroidery cuts, curtains, jumping, hand nets, and print comforters. The brand also introduces the first point garment made of recycled cashmere mix and ME monogram leather belt. 


The design team is an audacious and colorful abstract impression that is synonymous with certified organic cotton, ten cells, and dead fabric marks. Printing inspiration includes metal sculptures at the old door of the building in Istanbul, celebrating the headquarters of Mehtap Elaidi. The classic black and white cotton brand produces a perfect harmony with an animated impression. 


Mehtap Elaidi is an organization that offers women in southeastern Turkey an opportunity to earn their salaries and create outdoor outlets that produce natural elements, allowing them to be fully financially independent. The concept of duality can be taken to the style and fashion film of the collection, where you can see two different models with two different aesthetic devices. The style seems to represent the base of the Mehtap Elaidi dichotomy in a very simple appearance combined with a hierarchy or more statements. “Wild side vs one side Wank”, cocoon (at home), and external (city and nature) is very emblematic both in the designs and the film itself. This has been improved even more by the use of blurry photos. A representation of a method of how people can suppress two different characters on their own, and a method of diffusing a character. 


Discover Mehtap’s New Season Lookbook

Handmade collection 


  • Handsewn cotton yarn amigurimi acorns

These patterns were familiar to the southeastern woman of Turkey (Mardin). These women are employed through organizations like Çatom that provide women work opportunities, so they can earn their salaries and are economically independent. Through their work, they create these gorgeous looking end-products made by a special tissue technology called amigurumi. 


  • Handsewn geometric acorn panel


 These yarn squares are inspired by acorns. The entire front panel is composed of many squares of geometric dunguri, a geometric acorn that is on hand for southeast Turkey (specifically Mardin) and again through the partnership with Çatom. 


  • Handknit cotton sweater


This braided sweater is a significant section of the Istanbul collection; because point-by-hand articles will likely sustain its popularity for a long-time, they are produced in a very limited amount and the team wants to ensure the same quality can be sustained among them. 




  • Abstract Prints

 Compulsory abstract printing is always essential in the collection, and the team printed three different colors and different sizes. They printed them in organic cotton, satin, Corduroy, and Tencel. 


  • Acorn prints

 Creative Director Mehtap, walked in the forest during the second part of the quarantine and observed the dunguri everywhere. They decided to incorporate the acorns into the collection to represent our cocoon and “outside”, “outside”, “out”. The team worked to interpret the Geometric / Cubist interpretation of Dunguri and used two different impressions together. 


  •  Polka Dot Print 

 These impressions were printed as panels. The right side is more geometric and is inspired by metal sculptures at the door of the old building in our office. 


  •  Dynamic lunar printing

This is the classic printing style that has been taken to another level. It is printed on our certified organic cotton. 




  •  Ikat Printed Quilt 

 The team wanted to incorporate traditional Turkish Turkish paint technology Ikat in a collection. Instead of using traditional Ikat printing fabrics, they designed their Ikat impressions and used them with padding. 


  • Tree Log pine quilt 

 The team continued to manifest and bring out elements of nature in a collection and used beautifully organic tree trunks as our second duvet design. They used thick fibers for quilts that were used by their coat and many thin fibers in quilts for pants and skirts. The team got these quilts made from Istanbul.



  • ME Belt 

 The team created a belt made of the ME monogram, and finally found a small ecosystem that specializes in leather belt and gold belt buckle in Istanbul. After a couple of samples, they finally got the ME belt! It can be used in both directions and is made of Gold-Shaped Monogram Me. 

  •  Buttons 

Mehtap’s Team carefully adjusted the button because it can change the overall appearance of the element. They used three different colors to complement many textures, prints, and fabrics. 

  • Abstract cut-outs with embroidery

The equipment was in an abstract printing form and received a laser cut into the 2008 pants hem, with an embroidered contour in different colors of the collection. 



Sustainability as Key Tenet of Mehtap Elaidi


Mehtap Elaidi is first of all a sustainable brand, putting environmental awareness first. Here are some of their ways to demonstrate their commitment: 

  • Organic Cotton 

 Their certified organic cotton is made in Bursa, the textile capital of Turkey. The brand always uses the same quality and always works with the same small-scale producers. 

  •  DeadStock fabric 

 This fabric is double sustainable for them, because it is not only sustainably produced, but also purchased from stock from a large fabric company. 

  •  Cashmere Blend 

 The brand is actively seeking and demanding cashmere blends as another sustainable alternative. 


In their series, they used slow-moving fabrics from their warehouses and fabrics from old stocks of large textile companies. They made knitwear for the first time in history, and they all used recycled cashmere blend fabrics and produced them in Istanbul.


Ensuring Comfort and Style post-Covid


After nearly a year of isolation, we are all tired of wearing sweatpants and pajamas; but now that we are used to comfort, it seems impossible to wear high-waisted jeans. This is why the team redoubled their efforts to make the clothes elegant and comfortable. This is why Mehtap Elaidi especially uses elastic on the back of her pants or dress. 


They use stretch fabrics and remove zippers and buttons as much as possible to make dressing fun and easy. Most tops are laceless or easy to wear. Ever since people started wearing sweatpants to their dates, they have decorated their coats with buttons and patterned linings; but wearing coats makes the overall look more modern.


The Story of #inandoutofthecocoon 


For this collection, Mehtap Elaidi examines our part of lifestyle polarization, which carries this idea of duality to our clothes. They significantly explore the importance of security that feels in our cocoon after the new meaning of our physical and metaphorical houses, given the wrath 2020 brought on our lives. 


The team indicated in its manifest lookbook: “We crave safety yet we can’t help but tame our wild side looking to escape into the unkown where we can  get away from the banality and reality of our everyday lives. We love living the slow life but we miss traveling, we miss  partying, and sometimes even the chaos. Looking inward and slowing down has ironically brought us closer to the wolves in us all. We seek the wild now, but we can  not shed the cocoon.This collection is our way of materializing this dichotomy and providing both a cosy feeling of safety and a chance to take one’s wild side on a ride when the need arises.”


This collection provides this two-minute method and offers the necessary and welcoming sensations and the opportunity to take wild aspects. 


In its collections, it seems to represent the bidirectional law that surrounds our wild aspects and our cocoon and our cocoon surrounding our wild aspects can see a very simple appearance combination and more statements that can be seen. This has been improved even more by the use of blurry photos. This represents how people can suppress their different characters. 


If you check out the video of this collection, two different models were used in videos to further strengthen this idea of duality using two different looks and two different distant models.  


Why Cotton? 


The cotton used in the world is not just a common fiber, it is developed and used to make materials. As noted by the US Cotton Public Chamber of Commerce, different parts of the cotton plant are used and used effectively to make varieties of food, plastics, and paper products. Because cotton is a distinctive item, and because of its design and the way it is made into clothing, it enjoys many benefits, such as the ability to control moisture, protection, and softness, and it also has a hypoallergenic texture, weather-resistant and sturdy. 


  •  Moisture Control 

Cotton is breathable, which can expel moisture from the body, is sponge-like, and can remove moisture from the skin, similar to a towel. Cotton keeps you comfortable during exercise and prevents moisture from forming between your skin and clothing. Global debates on the progress of cotton indicate that cotton can absorb up to a fifth of its weight in water before it feels damp and cold. 

  •  Protection 

Cotton clothing resists heat in the middle of the year and cold during the colder times of the year, because the texture of cotton traps air between the threads of the texture and provides protection against heat. The cotton thread in clothing keeps the texture away from the skin, also considering that more air is trapped between the skin and the texture, which helps protect and comfort. 

  •  Hypoallergenic 

The texture of cotton rarely causes allergic reactions. People with sensitive skin are often advised to wear cotton. Since cotton is hypoallergenic and does not increase the load on the skin, it is used in clinical products, such as strips and bandages, and is used to determine the texture of children’s clothing. 

  •  Weather-resistant 

Without a doubt, the texture of cotton can be converted into weather-resistant clothing by developing and improving the texture. For example, cotton can be made into a firm, thick texture with a weather-resistant layer to make weather-resistant clothing, while the texture of cotton can remain comfortable and breathable. 

  •  Solace 

Cotton clothing is exquisite and effectively stretches, giving it a comfortable texture. Due to its sophistication and comfort, it is often used in clothing and t-shirts. 

  •  Robustness 

Cotton has high rigidity, which makes it strong, resistant, and not easy to tear or tear. It increases grounding force by 30% when wet and can withstand multiple washes with steaming hot water.


Including the Middle East within the Sustainable Fashion Movement


As we all know, the sustainable fashion design movement is selective and overwhelmed by similar Western voices. Saja Elmishri investigated why we often avoid the Middle East in this conversation and what we can learn from seeking another creative perspective from fashionistas and Bedouin shoppers. 


The idea that people in the Middle East are not so focused on sustainability is a widespread misleading judgment. Although generalizations regarding oil-rich Gulf countries or the neglected culture of the Middle East have been popular, recent Middle East college graduates from Kuwait to Tripoli are eager to ensure that sustainable fashion becomes a must. 


 “There is a lot of clothing retouching and restoration in Bahrain,” said Rawan Maki, architect and doctoral analyst at the London School of Fashion in Bahrain. Maki insists that Middle Eastern customers are gradually making special efforts to find usable sustainable products. “We don’t have to give some western definitions to participate in the western scene,” he continued. “This is an ideal opportunity to question whether the compatibility is geologically limited to the so-called founding country.” 


 Although today’s shoppers have a strong desire for ethical shopping, viable design has always been a special conversation. Although reasonable salaries and image should be the main needs of concern, development is often overwhelmed by a very selective way of speaking. 


 According to industry experts, buyers in the Middle East are investing heavily in companies that have a positive engagement with society rather than monetary gains. The conscious expenditure of Bedouin villages is increasing, and customers are becoming more aware of ecological accommodation projects that reflect their quality. So, when it comes to sustainable shopping, why avoid the Middle East in terms of image? 


 “Due to the shocking working conditions in the south and west, the fashion industry is generally intolerant and changeable towards individuals”, Orsola de Castro, a major supporter of Design Unrest, a major global development in need of reasonable and protected policies. 


 In developing industries such as rapid design (increased by 21% in the past three years), the clothing professions with the lowest income are often ethnic minorities, 80% of which are women. In the end, Castro insisted that rapid design had exploded, making “the framework difficult to complete.” It is conceivable that this kind of deep separation setting will also affect the way we look at reasonable styles and the selected voices that habitually dominate the discussion. 


 However, Middle Eastern buyers will not be marginalized. Instead, they will use the stage they can use to fight against brands and frameworks that abuse workers unscrupulously, spreading information through online media crusades, lobbying meetings, and cleverly handling clothing in new ways. Muneera Al Mulla is the patron of the Kuwait-based Maya brand. He hopes to challenge the compatibility of Western versions and provide immortal classifications for women in the central and eastern regions. 


 “Customers in the Middle East are interested in sustainability and there is a group that needs to buy reasonably. This became apparent during this pandemic,” Al Mulla said, alluding to the Covid emergency. “Perhaps, nowadays, people will realize what to buy and not buy, especially if they will wear it at home and other times within 7 days.” 

 “In Kuwait, mindfulness is developing around sustainable styles because Customers see the additional benefits of regular fiber in the skin and realize its importance,” Al Mulla said. 

 “We work directly with our processing plant in Egypt. When we are based on who makes our garments and workers, I find that compared with the rapid design of the brand, this gives it a sense of personalization.” 


 Noorin Khamisani A design lecturer in Dubai, mentioned that the past attempts by the West to attract the East by providing the so-called “humility” classification were not enough. Perhaps, in addition to basically providing food for the Middle East market, the brand should effectively pay attention to opinions outside of its circle to develop. 


 “Western brands should use the Middle East for the first time and let them dominate the discussion, not the other way around,” Khamisani said. “If we need to see more and varied fashion designers in the Middle East, young creatives should stay in the compatible style business. There is an imaginative scene here. We need the West to start adjusting and reaching out to us. “


“Misrepresents the buyer’s assessment and does not have a reasonable idea of ​​the development that takes place in each Bedouin country may turn into a disaster waiting for “he added.There is a danger that maintainability is not suitable for Orientals. “


 Although the design industry needs to ensure diversity and representation, this work must include the effective integration of perspectives and innovations from different societies. You have the potential to step out of your cocoon and join the dialogue with Mehtap Elaidi.


Haven’t watched their collection promotional video yet? Check it out here