Known for a slogan heavy sports-luxe aesthetic, UAE-based House of Nomad rang the school bell at Fashion Forward Season 5 with a streamlined collection of monochrome separates. The show proved a highlight of the event for its clean youthful lines and wearable ease. MOJEH.com meets the modern nomads behind the brand, Ahmed El-Sayed and Saleh Al-Banna, to find out more.
By Natalie Trevis
What was the inspiration behind your decision to join forces?
We have been friends for a few years. We travelled together and shopped together, so we've always had this bond that allowed us to build a business. I was working as a fashion editor in ecommerce and Saleh was running his own family business. One day we decided to share our ideas and venture out together into the fashion world. The rest is history!
How does the idea of being a nomad inform the brand?
One thing we noticed about everyone in Dubai is that they're all nomads. Some people are here in a transitional period, staying for a few years then off to the next adventure. Others call this place home, yet they travel the world seeking adventure and they come back with their own stories to tell. This basic idea was applied to our brand, we travel, we seek inspiration, then we come back and tell our stories by using the brand as the platform.
You’ve always been known for your slogans. Why are these so important to House of Nomad?
Using text in fashion in our opinion is very bold. It's eye catching and it's definitely recognisable in the long run. We wanted to express some of our creativity through our cuts, silhouettes and definitely through the text and slogans we use throughout the collection. It adds more character to the pieces in our opinion.
Your AW15 collection was sports-inspired and your collections are full of sporty silhouettes and fabrics, why does this appeal?
We researched what was missing in the market when initially starting the brand. And we noticed that as sport luxe was gaining major popularity in the west, it still wasn't embraced so much here, so we knew then and there that this would be a great direction to start with.
Who would be muse to House of Nomad?
Every woman and man is our muse. We like to blend sport luxe into our collection for that specific reason. Having a bomber or a hoodie is a basic necessity in everyone’s wardrobe, we just add our twist to it and make it more personal.
What was the process of preparing for your Fashion Forward show and why is it important for emerging designers to have such a platform?
It was our first ever show together, so it was definitely stressful. We like to work under pressure, so we had our good times and our not so good times. At the end of the day though, the feedback we received has been phenomenal, so it's really given us a push to keep our heads down, work hard and believe in our work. It's vital for emerging designers to showcase their collection to the public by using platforms like Fashion Forward. It provides them with instant feedback on the collection as well as it allows people to see their work in whatever way the designer chooses to present it. It allows people to step into the designer's world.
What are some of the challenges of setting up a fashion line in the region?
There are plenty of challenges one faces here when starting a fashion line. One of them being carrying a strong enough brand identity that will allow your work to be recognisable without people having to mention the brand’s name. There is plenty of emerging talent in this region. So the trick is to stand out from the rest and find your own niche in the market.
What’s been your best House of Nomad memory to date?
Stepping out at the finale of our first Fashion Forward debut show and seeing our colleagues, friends and family stand and clap for us. It really gave us that assurance that we might be somewhat on the right track with what we're doing. And of course being recognized by the Grazia editors and winning Best Regional Newcomers in this year's Grazia Style Awards.
Tell us something no one knows about House of Nomad.
We do our own deliveries. We like to personally deliver our products to boutiques and clients - it's just a nice feeling seeing their faces light up.
What does the rest of the year hold for House of Nomad?
Well, we are currently working on our SS16 collection, so all we can say is expect something out of the norm of what we usually create!
