Last month, I had the pleasure of interviewing Dubai-based graphic designer and fashion designer Reema Al Banna, and was delighted as she walked me through her latest collection, a modern-day fairytale full of flounce, floral prints and fringes.

Shot at a local farm, Reema’s Spring/Summer 2012 campaign captures the essence of the free-spirited and whimsical, yet refined gypsy. “I was looking for something very festive, like a carnival,” says Reema. Rubber tires, hoses, wicket fences and a rusty ladder provided a rustic backdrop for the shoot, and trees at the Sharjah farm were garnished with beaded curtains, while haystacks were decorated with colourful ribbons.

Check out the Reemami SS2012 campaign here, and pick up a copy of this month’s Velvet Magazine to read the article below.