With a touch of sophisticated elegance gracing her designs it’s easy to see why Sarah Baadarani is one to watch. The London-based designer discusses her Middle Eastern roots, creative process and high hopes for the year ahead.
By Susan Devaney
How would you describe the woman who wears your designs?
A confident and charming woman of great intellect. She is curious, adventurous and individual in both her character and her style, yet somehow always remains timeless. That what I aim for, I wish to create clothes that are timeless, yet relevant to the present. The modern woman is savvy, and when she spends money on a piece it is seen as an investment, something that will transcend the limits of time.
You’re based in London but have links with the Middle East and your line is stocked in boutiques in Dubai, Doha and Riyadh. How has your heritage influenced your design?
My Middle Eastern roots coupled with living my life in the west has given me a unique vision to understanding and approaching what is often seen as two very opposite ends of the fashion spectrum. Rather than look at them as incompatible, I try and find ways I can bring them together. Often what I found is that one compliments the other, and the delicate balance which I infuse in my line, tends to draw them out even more than if they were standing on their own. I think one could definitely attribute the conservative sensuality of my clothing to my Middle Eastern origins. I think women here have impeccable style and taste and I am proud to have them wearing my clothing.
Where do you see the influence of Middle Eastern design in the collections presented in Europe and the US?
I believe fashion in any region is dictated by varying degrees of personality, faith, politics, climate, and quite importantly demographic and socioeconomic factors. Middle Eastern woman have great style. They are very polished and conscious of their appearance and I think both themselves, Europe and the US capitalise on that fact. The American and European brands have a very long and loyal Arab customer base and I think each one inspires the other. On top of it all there is a huge growing presence of Middle Eastern designers presenting in the west, which is all really interesting and good to see evolve.
How would you describe your creative process?
My line is about balance but portrayed in an unexpected form. It forces those observing the clothing to process conventional imagery in a new way, which very much speaks to the type of woman who wear my clothing. They have a certain kind of attitude, and understated confidence, a subtle sensuality, and this above all else, is what makes them beautiful.
Your line has grown in popularity around the world, what does 2015 hold for Sarah Baadarani?
Thank you. 2014 was a busy and fantastic year, key to the continued growth and sustainability of the brand - 2015 will be an exciting year for us.
