A demonstration built by Algeria Agency. IBRA does not exist: the label, its collections, its boutiques, its people, its customers, its prices and its reviews are fictional, and no payment is real.
Built by Algeria AgencyThe workshop
Eight steps, one jacket: the short garnet velvet karakou embroidered with fetla. Every figure on this page comes from its tech pack and its production order.
Demonstration run costed by the workshop
Step 1 of 8
It all starts with an ink drawing: the shoulders of the Algiers karakou, cropped at the waist, and a fetla front redrawn in more open scrolls. The drawing becomes a technical flat, dimensioned to the millimetre.
Tech pack: 1,400 minutes of work per jacket, pattern drafted in size 38
Step 2 of 8
A garnet silk velvet, chosen for a short pile that catches the light without shining. It arrives on rolls and rests flat for forty-eight hours before cutting.
30 m of Velvet for the run, 2.4 m per jacket
Step 3 of 8
The pattern maker traces the pattern on kraft paper, then grades it: each size is derived from the last according to our body measurements, not multiplied by eye.
A run of 12 jackets in 6 sizes: 36 × 2, 38 × 3, 40 × 3, 42 × 2, 44 × 1, 46 × 1
Step 4 of 8
The velvet is cut in one direction for every piece, or the pile changes colour from one panel to the next. It is the only step where nothing can be put right.
Cut from 25 September to 25 September
Step 5 of 8
The fetla is couched by hand onto the front, stitch by stitch, before the jacket is assembled. Two of the workshop’s embroiderers share each jacket — fronts, back and cuffs.
Atelier Fetla d’Or (démo), from 26 September to 7 October
Step 6 of 8
Lining, buttons, steaming on the inside, then the inspection: every jacket is turned out, measured and compared with the pattern.
Quality control: 12 passed, 0 reworked, 0 rejected
Step 7 of 8
The jacket is photographed in the courtyard of a Casbah palace, in evening light, worn by Yasmine, a fictional character, in a size 38.
Look 05 of the season’s lookbook
Step 8 of 8
It arrives at the warehouse, then on a rail on rue Didouche-Mourad. Its price follows its cost: the tech pack, the labour, and the margin of a house that means to last.
Due on 13 October — cost DZD 16,014, boutique price DZD 72,000
Computed by the workshop’s costing engine at the base size. Demonstration data.
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