Joe Arida is a designer and editorial stylist, born in London and raised in Lebanon, on hills framed in palm trees and barbed wire overlooking the Mediterranean. He grows up absorbing that aesthetic and devotes all his free time to travel, where he becomes obsessed with the visual language of different cultures. He cites Lebanon’s Medit-oriental geography, nature and architecture as well as the golden years, underground culture and brutalism as integral parts of his aesthetic - founded most importantly growing up surrounded by people with an advanced sense of style and character “as abundant in their attire, as their homes and lifestyles”. He grows up constantly creating, and sharpens his eye through studies, hobbies then jobs - assisting stylists, set designers and photographers. Until his eye becomes his trade tool, valuing above everything else beauty that is “visually satisfying, cerebral and always a bit mad”. After 5 years in advertising and fashion he establishes LA TERRE EST FOLLE in 2013, a contemporary artisanal design house comprising of resort wear and decorative furniture. Joe continues to work as a freelance editorial stylist, creative director and interior designer.