About eight years ago I started considering the idea of a modest fashion line when my father threw the idea at me. I started doing some research, and at first the concept was just about offering a contemporary twist to the traditional garment, but it grew into building a bridge between two cultures and offering modest wear that is so subtly modest that it would work for women of all backgrounds. Today, aside from offering abayas in all our collections, we also offer a range of dresses, pants, tops and other garments.
When I launched the brand, my purpose was to create a bridge between cultures, and to have pieces that appeal to any type of women who all have a strong eye for fashion. I decided to use the abaya and introduce silhouettes that were unusual for the traditional garment, but at the same time very familiar to a woman’s wardrobe.
Yes and no. I never doubted the appeal of my collections to the west but I was surprised at the level of interest from the west at a very early stage. I am happy to have received an amazing response from the international industry, having had the chance to present my collection in Paris every season, not to mention the fact that a wide range of public figures have worn my designs including Queen Rania of Jordan, Beyoncé, Jessica Alba and Sonam Kapoor.
I believe the Middle Eastern fashion scene is developing in a healthy way. I think a lot of us are working towards the same goal, which is to build a strong credibility for the fashion industry in Dubai and the Gulf region.
Dubai connects everyone from the fashion and design industry in the Middle East with initiatives like the Dubai Design District and events such as Design Days, Art Dubai and Sole DXB which unites the world of fashion, art and design.
