UAE-based designer creates modest fashion at a modest price

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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
Updated 21 August 2018
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UAE-based designer creates modest fashion at a modest price

DUBAI: For many modest fashion designers, it was the difficulty of finding stylish, high-street staples that played a role in why they initially set up shop. For Mosika Zeid, it was during her transition to hijab that she had her very own “a-ha” moment.
“[It] was honestly a fashion disaster,” the designer says of her time when she first started to wear a headscarf. “Being someone who was very fashion-conscious, and who loved to keep up with the latest trends and always look their best, I was shocked that I could not find everyday, on-trend modest fashion that had a reasonable price tag.”
Zeid, 33, is founder and CEO of the UAE-based modest fashion brand Desert Cove. It was as a lawyer that the Australian designer of Palestinian descent made her foray into the world of fashion.
“I was exposed to the fashion industry when I first started working as a lawyer over 12 years ago in Sydney and had some of the largest luxury fashion houses as my clients,” Zeid said. “When I came to the UAE, I consulted for some of the largest retailers. Through this I got an even greater insight into the business of fashion, as well as apparel production, sampling, fabrics and the whole process. And I just loved it.”
In July 2016, Desert Cove was born.
“This was a very soft launch,” Zeid said.
“The idea was just to test the market response to the concept.”
Receiving “an amazing response” encouraged Zeid to continue, and now she’s working on her third collection. Most recently, her team headed to Indonesia to show at Jakarta Modest Fashion Week. “It was an amazing experience to connect with our South East Asian customers and to confirm that our sisters in that region are interested in Desert Cove,” she continued.
Another location that’s exciting to the designer at the moment is the Kingdom. “Saudi women have an impeccable sense of fashion and style. They are world class, so their requirements for fashion are also world class,” says Zeid.
“The fashion scene in Saudi Arabia is undergoing huge changes [and] this means that women are looking for day-to-day fashion inspiration, which meets their amazing fashion sense, while still not compromising on their modesty requirements.”
For Zeid, Desert Cove’s unique selling points are two-fold. “Firstly, we are one of the few brands dedicated to providing hijabis modest versions of the hottest mainstream fashion trends. Plus, we have a $50 price promise on our main collection items, and $100 on our exclusive retailer collections.”
Looking ahead, Zeid is now focusing on Desert Cove’s upcoming spring-summer 2019 collection, as well as distribution deals and Dubai Modest Fashion Week at the end of 2018. “We have just launched in House of Fraser in Yas Mall in Abu Dhabi and will be having a launch event in store in early October, which we are very excited about,” she revealed.
Needless to say, Zeid doesn’t have any regrets about setting up. “I am so happy that I did launch Desert Cove, as I really do feel that I am contributing to solving a problem that women are facing, helping them to feel better about themselves and lead their most active and productive lives that they can.”


MUSE: Rawan bin Hussain talks social media stardom

Updated 20 September 2018
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MUSE: Rawan bin Hussain talks social media stardom

  • Rawan Bin Hussain is one of the largest influencers in the region
  • Aside from launching a lipstick line, the Kuwaiti blogger studies law in London

DUBAI: The Kuwaiti influencer, who has 3 million Instagram followers, talks about studying law, learning to fly and why gender biases are ‘so 1800s’

Being a fashion blogger is not the opposite of being a lawyer – they don’t conflict. I didn’t leave law behind. I’m still studying it. I could have moved to Dubai and made millions a month like other bloggers, but I’m not. I’m living in London making nothing a month because education comes first for me.
To show that lawyers don’t only fight for justice in court, but also in real life by giving back to the community, I launched a law association in Kuwait for female law students, law graduates and lawyers. If you have knowledge in the field of law, I want your experience and we can work together to do charity work and attend workshops.
I’ve always loved traveling around the world, so why not have my own license and my own airplane jetting around the world?
I don’t mind taking risks because I think people who don’t take risks are cowards. Life is fun, life is full of experiences, full of lessons. If you don’t fail and if you don’t learn from your mistakes, you won’t achieve anything in life. It doesn’t come on a plate of gold. You have to work for it.

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Happy to be here! @noorandzee

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A lot of people think that when you are a beauty icon, you are an empty head, empty-minded. We are not. A lot of bloggers are good mothers to their children, they are engineers, doctors, lawyers. They have a career, they just choose to do blogging, which is what they love, and I respect it because you should do what you love and love what you do.
We need to stop stereotyping, criticizing, judging based on the way she looks, the way she dresses, the way she appeals to others. I cannot please everybody as, most of all, I need to please myself.
I regret being too transparent sometimes. I am too spontaneous. I say my opinion in a very casual way – maybe I don’t think about the circumstances or the consequences. But if you don’t make mistakes, you don’t learn a lesson.  
We shouldn’t look as men as competition or a dangerous threat. We can work together to make this world a better place.
As a woman, I want to say look at me, I’m here. I can be a lawyer, a pilot, a public figure, an entrepreneur. I am capable of doing so many things. Men need to see that and respect that and not underestimate us because we are females. Judgment based on gender is so 1800s.