Reda Merzoug is a London-based writer, artist, and knitwear designer whose work has graced the catwalks of New York, Paris, and London, with his art recently exhibited in Athens. Through the lens of art and fashion, he delves into themes of craftsmanship, technology, protest movements, and consumption, aiming to dissect the social and behavioural dynamics beneath them. By employing a multidisciplinary approach that bridges dialogues between academia, journalism, and the creative industries, he aspires to shed light on the too elusive "Zeitgeist."

His critical thinking awakening, a formative moment he recalls looking back, occurred during his secondary school years. He attended a European program in France, where subjects such as history were taught in multiple languages. He enrolled for polyglot ambitions but stayed for the fascinating yet unsettling variety of diverging "factual" discourses that a language shift entailed. Perpetrators became victims, and oppressors turned benevolent in this waltz of contradicting patriotic narratives. History, or "Histories," as he began to see it, transpired merely as myth-like storytelling reinforcing national identities. This pivotal experience instilled in his younger self a persistent skepticism towards commonly held certainties. The inquisitive attitude that followed led him to value the importance of media literacy and critical pedagogy, further reinforced by the emerging post-truth era.

Art and fashion share a visual memory quality that history touches upon. They capture and reflect cultural choices of representation shaped by contemporary concerns. Whose role is it to challenge them, if not ours? We illustrate the retroactive study of our time; we write (Hi)stories.

With this philosophy in mind, Reda has facilitated international collective learning journeys with the Future Leaders Global program and taught design to a diverse cohort of students, focusing on empowering singular voices amidst the challenges of global standardisation. He has tutored knitwear designers from prominent universities at the postgraduate level and supported think tank initiatives exploring the intersection of fashion and activism. He has additionally developed and led educational projects that sensitise new generations to ethical design practices and waste management, demonstrating his commitment to sustainable and responsible design.

Building on a decade of international experience within the fashion industry, working for major luxury labels such as Alexander McQueen, Jeremy Scott, A-COLD-WALL*, and Dior, he has gained invaluable insights into the industry’s complexity.

While the creative challenge of designing for prestigious brands remains exhilarating, Reda’s primary interest lies in exploring what he refers to as impact design. Inspired by the CURE UNESCO framework, its potential applications could include safeguarding intangible cultural heritage, fostering social inclusion, promoting creativity and innovation, and supporting dialogue and peace-building initiatives through multidisciplinary efforts. Having trained in aesthetics—the critical reflection on art and culture—at La Sorbonne in Paris and holding a master’s degree in fashion design and knitted textiles, his personal practice frequently crosses over. Notable works include ‘Easy Targets,’ a manifesto menswear collection inspired by the visual artist and photographer Maxim Dondyuk (2015) and a tribute to the Euromaidan activists, to ‘Dakar Fashion Trip,’ a photographic pamphlet initiated by Marie-Pierre Durand advocating for diversity within fashion imagery (2017). Reda’s work is driven by current events. By weaving together historical context and contemporary issues, he creates artefacts that resonate on multiple levels. His work is not only aesthetic but also a vehicle for dialogue, inviting viewers & consumers to reconsider their perspectives on the world around them.

Looking ahead, Reda plans to expand his exploration of impact design, seeking to collaborate with new partners and engage in projects that address pressing global issues. He is particularly interested in harnessing the potential of media consumption to raise awareness, leveraging emerging technologies to innovate within the fashion industry, and revitalising traditional craftsmanship to preserve cultural heritage. Reda envisions interdisciplinary collaborations that bring together artists, technologists, and activists to create solutions that are both creative and impactful. By focusing on these areas, he aims to further enhance his work and contribute to a more meaningful and sustainable future.