Meet the designers who are taking Mideast fashion forward

1 / 4
Utruj is a Jeddah-based design house.
2 / 4
Utruj wowed crowds with its latest collection.
3 / 4
Sadeem Al-Shehail’s collection has a nautical theme.
4 / 4
Saudi designer Sadeem Al-Shehail showed off her latest collection at the event.
Updated 26 October 2017
0

Meet the designers who are taking Mideast fashion forward

Dubai Design District is hosting the 10th annual Fashion Forward (FFWD) showcase in the emirate, a celebration featuring runway shows, presentations, exhibitions, talks, shopping, music and film. Previously invite-only, the event — which runs Oct. 26 to 28 — is now open to all fashion lovers in the region.
One designer who will be showcasing his collection is Beirut-based Hussein Bazaza, who felt a desire for artistic expression from an early age. Having studied in Paris and with Elie Saab in Lebanon, Bazaza created his first collection in 2012. Through his designs, and with “every cut,” he works to reflect “a different story, a personal emotion that creates a one-of-a-kind experience. (It is) fashion with a soul.”
The story behind Bazaza’s SS18 collection revolves around “the battle between all five personas that make up one’s ultimate character, and in the end, the winner dominates it.” Composed of 40 looks in total, each of our five characters walk the runway in eight looks. The primary color is pink, but there are touches of different hues obvious in every character.
The collection is meant to be a journey. As Bazaza explains: “You can spot shimmering silvers at first, light pinks appear next, striking reds follow, then strong blacks make an entrance and, finally, vibrant golds end the show.”
Saudi designer Sadeem Al-Shehail is also at FFWD with SADEEM, a pret-a-couture brand. Designed for a woman “who is confident, elegant and sophisticated, a woman who is looking for timeless, well-made and versatile attire,” Al-Shehail’s collection is based on sustainable design and ethical practices. To that end, she only collaborates with companies that share the same principles.
Al-Shehail’s collection “NAUTICAL by Sadeem” cultivates a “luxury wardrobe that caters for a contemporary woman on a summer holiday.” Inspired by sailor suits, seashell shapes and the glamorous yachting lifestyle, the collection offers timeless silhouettes, from daytime chic to sophisticated soiree looks.
When asked what makes this collection disruptive, Al-Shehail said: “I’m proud that my company produces a sustainable and eco-friendly line, and all fabrics used are certified non-toxic materials made in Japan. Also, the garments were ethically constructed in Dubai’s very own Design District.”
Utruj, led by creative director Laila Abduljawad, is a design house based in Jeddah. The brand is named after a type of citrus fruit that is both bitter and sweet. Utruj espouses a new vision of contemporary modest wear that women today can truly identify with, and with Abduljawad at the helm, the brand can look forward to many more years of redefining design.
Utruj’s collection is called “Authentic Structure,” and it “depicts stories that merge imagination with reality. Each piece in the collection is a visual representation of a social construct — the structures reflect our societies and reflect ourselves as Middle Eastern.”
The collection’s focus is on the intricate shapes of traditional forms of art and architecture that “embellish the rural region of Saudi Arabia. It signifies a confident woman who values her traditions, but who wants to work practically and look modern.”
Showcasing their collections at FFWD is important to all designers as it is an international platform situated at the intersection of East and West. “Dubai has become the fashion capital of the Middle East, and FFWD is always great exposure,” said Bazaza.
“After showcasing many seasons… the FFWD family are dear to my heart. It’s now like a second home to me. They’re very well organized and incredibly professional with the entire process, from the very beginning until even after it ends.”
Al-Shehail said: “I’ve had the privilege of showcasing some of my previous collections in New York and Paris, and I was very happy about the positive feedback I received. But showing my collection in Dubai has had more of an impact. In my experience, emerging designers showing in Europe and the US always struggle to find the perfect agency that can properly represent them, as not many are enthused as the competition is very high. FFWD is the best platform in the Middle East and North Africa. It’s a joy to be part of it.”
The event allows designers to cater to the modern international visionary consumer, and Dubai provides just that platform. “We aim to universalize the abaya, and we want to bridge the gap between the Gulf and the rest of the world — we know that Dubai is a perfect place to push that,” said Abduljawad.
“It’s in the Middle East but has international and Western exposure. We’ve seen that Middle Eastern designers are afraid of the abaya, that it may not be well received. But we’re not afraid, we’re proud, and now — after showing this collection in Paris and Europe and receiving such strong, positive feedback — we can bring this collection back to Dubai.”


Startup of the Week: Fusion of different world cultures

Updated 18 December 2018
0

Startup of the Week: Fusion of different world cultures

  • The Boho Factory aims to fuse unique designs and trends from different cultures around the world with the Saudi culture

The Bohemian or boho clothing style is fast gaining popularity in the Kingdom. It is a beautiful fusion of authentic hippie gypsy style and many other cultures from around the world particularly African and Indian.
The word bohemian describes the non-traditional way of living. It first appeared in the English language in the 19th century.
The media revolution has given rise to a new global culture without any boundaries. The youth around the world today think more globally than their predecessors and Saudi youngsters are no exception.
Two Saudi sisters, Lujain and Sara Al-Nahdi, teamed up to create a new Saudi boho brand called “The Boho Factory” in April 2018.
The Jeddah-based sisters began their venture with the slogan “All things bohemian.” They offer a wide variety of bohemian designs with embroidery and embellishments on shirts, jackets, beachwear, Ramadan thobes, trousers, clutches, bags, sandals and earrings.
Most of their products are comfortable and stylish and represent the fast-evolving modern global culture.
Lujain said: “Growing up in a family that loves traveling and discovering new exotic destinations, instilled in us a passion for culture, unity and appreciation of beauty through communities across the globe.’’
The Boho Factory aims to fuse unique designs and trends from different cultures around the world with the Saudi culture.
“As a Saudi Arabia-based brand, we wish to share stories about the Saudi culture with the world. Our next collection of clothing will embody Saudi tribal and Bedouin designs.”
The creative duo wants to introduce the world’s authentic designs and cultures to Saudis and to serve as a bridge between different cultures and communities using the fashion industry.
The Saudi sisters are eager to showcase the beauty of a diverse world through their designs to reflect the lavish yet simple concepts in fashion.
Lujain said: “We are constantly eager to reflect the universal beauty and connection through our clothing lines and vibes.’’
The Boho Factory provides unique designs of Wayuu bags and embroidered denim jackets.
Lojain said: “Some designs are designed locally in-house by us and some are designed in collaboration with artisans and communities who reside across different continents.”
They believe that a clothing line that has a story to tell and can identify with a culture can conquer hearts everywhere. What distinguishes the bohemian style from other styles is the way it associates with exotic locations and festival dresses, it suits all seasons of the year but is often suitable for the summer and spring, seasons of bright, vibrant and rich colors.
The sisters use integrated designs from Colombia, Thailand, Mexico and India, which include the use of authentic textiles, symbols and colors representing each country and more importantly the bohemian vibes.
With the exotic, carefully handmade designs the Boho Factory takes one to places; from the Far West to the Far East.
The store is planning to expand its reach by displaying its products on different e-commerce platforms.