Twenty-five year old Saudi designer Nouf Fetaihi is known for her stylish, elegant and perfect fit abayas. Her creations are sought after by many fashion lovers in the Kingdom. Her social media platforms are her major marketing tools where followers are always on the lookout for the next Nouf Fetaihi design.

The designer completed her Masters degree in International Commercial Law from The University of Westminster, London. Only three years ago, Fetaihi started her career in design, at first it started as a hobby until it developed into a business. “Besides my legal studies in London I decided to expand my knowledge in design by taking fashion courses at the University of the Arts London (UAL), the largest university in Europe specializing in art, design and fashion,” she said.

Arab News met with the lawyer/designer to know more about her much talked about fashion work.

How did you decide that you wanted to design abayas?

It started as a hobby when I used to design my own abayas until I realized that my designs are attracting people around me so I decided to start my first collection.

Tell us about your design philosophy.

Two words describe my designs — simplicity and practicality.

What inspires you when designing a new collection?

Each collection is inspired by a different element that ranges from culture, nature and art.

Describe your experience in managing your brand as an online business. Best experience and most annoying ones, spare no details!

The advantage of being an online business is the worldwide accessibility to customers. Moreover, online business endures less fixed costs. On the other hand, some of the disadvantages are that online shopping is still a growing trend in KSA where many people are still hesitant about it.

What are the materials and fabrics you usually like to work with?

The materials are highly dependent on the season. For example, for summer/spring collection I tend to use lighter fabrics with lighter colors. However, there are basic materials that are cross seasonal.

How do you want your client to feel when wearing your designs?

Confident and comfortable

How do you describe your fashion style?

Simple

Do you follow international trends or you come up with your own?

In terms of design I tend to follow my own. However, I follow the trend when it comes to color choice.

Do you send messages through your designs? If yes what is your message?

Yes, I usually want my clients to feel elegant yet highly comfortable in my abayas.

What sets your designs apart from other abaya designs?

Unique designs that have a reflection of my own personality.

What have you prepared for Ramadan this year?

Continuing the success of my last collection AZTEC I will be launching more new designs under the AZTEC collection in addition to a brand new line that is suitable for Eid. Moreover, to cater for the special season of Ramadan, I usually make a line of jumpers, which are a combination between a thobe and a jumpsuit.

What is the role of social media in your business?

Social media allows fast customer reach and ensures high accessibility through word of mouth.

What are you working on right now?

I recently had the soft opening of my in-house boutique and I am expanding my reach by making my designs available in different boutiques and websites as well as working on custom-made designs for female employees of some companies.

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