Bahrain-based, Saudi Arabian designer Deema Ajlani ventured into fashion by chance and began her career with a whimsical line of kaftans made for the modern Arab women. Fast forward to 2020, and Deema is the founder of her eponymous ready-to-wear label and annual Ramadan collection, and just like many other small business owners in the region, is battling to stay afloat amid the coronavirus crisis. Here, the designer shares her view on the future of the regional fashion and what the industry needs to do to reinvent itself post-crisis.
Before the coronavirus lockdown came into effect, what were you working on?
How has coronavirus impacted your business?
What changes have you had to implement to your business to diversify?
What’s your strategy for business now?
And what’s your strategy for business post-crisis?
What is this period of turbulence likely to mean for the future of the regional fashion industry?
And what is the single biggest thing that you need from the regional fashion consumers at this time?
What are your thoughts about how the industry will have to rebuild and reinvent itself post crisis?
What are your thoughts on skipping or combining seasonal collections?
What advice could you give to others in the industry upon getting through this crisis?
Finally, how are you trying to stay positive during this difficult time?
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Available on Deemaajlani.com
