Dareen Al-Yawar is a Saudi fashion blogger, personal shopper, fashion consultant and designer, and founder of abaya brand Dal by Dareen.
Al-Yawar is known for her bold, yet classic and elegant designs. She spoke to Arab News about her life and career.
What attracted you to fashion?
Fashion for me is not a brand name or pictures in magazines. Fashion is an attitude, a way of living and everything that involves fabrics, details, colors, trends, cuts and styles. Everything in art attracts me.
How did you become a designer?
I've always wanted to be a designer and have my own line. It all started when I was 12 years old. But back in the 90s, it wasn't as easy as today because we didn’t have fashion schools, so I chose art because it was my second favorite thing.
I graduated in 2004 and started my first line with a group of friends. But I stopped when I got married and moved to Dubai for a few years where I worked as a stylist for a makeover show at Dubai TV. I was the first Saudi and Khaleeji stylist at the channel. Then I moved back to Jeddah in 2009 when I pursued another dream of becoming a mom.
Why did you choose to design abayas?
At the TV show, I was the makeover stylist and used to wear abayas all the time. Back then I did not like abayas because it wasn't my style, so I used to call my designer friends in Jeddah or wear my personal designs. I used to get many calls from people asking about my abayas. I turned them down because it wasn't part of my dream. I considered myself a prêt-à-porter designer.
When I came back to Jeddah, I got so many calls that my husband told me to try a capsule collection to see what would happen. That’s what I did in 2012 and it sold out. My clients then asked me for a new collection. That’s how it all started.
Your abayas are a beautiful blend between traditional and modern, how did you manage to do that?
I love traditional clothes and fabrics. I adore the details in them, but at the same time I'm a stylist so I love trends. So I thought of blending them together to keep my ladies on track with the latest trends but with a hint of our roots.
What inspires you when designing a new collection?
Everything and anything could inspire me, latest catwalk trends, places I go, people I meet, cartoons with my daughter, jewelry, buttons, simply everything.
How do you want your client to feel when wearing your designs?
Confident, feminine and trendy.
How would you describe your fashion style?
I actually don't know how to describe it, I don't like to have one style, I love to try new things all the time but making sure that it flatters me as a unique woman.
Do you think the Saudi market is competitive when it comes to abaya designs?
Yes, we have so many abaya designers but at the same time people know who's good and who's not based on designs, ideas and fabrics. We have many bad copycats but also great designers. We have to wear abayas in our country, so I guess there is a place for everyone in this market, you just need to be different to succeed.
Tell us about your new collection?
It will be trendy. I loved to mix-and-match and I was surprised that people loved it and asked for more. This has excited me about the new capsule collection that will be out soon.
What kind of materials are you comfortable using?
My choices are limitless, I love to use everything and I love playing with fabrics and materials. But at the same time I have to consider my clients’ needs and the trends of each season.
Do you try to send a message in your designs?
A woman should look like a lady, care for the way she looks and keep up with the latest trends. Her abaya is her identity.
What is special about your designs?
I design from my heart, I don't have a schedule to work with, I design once I find the perfect fabric, combination and style I like. I care a lot about the details of each piece I produce. With some styles, I work with my hands to make sure it will end up the way I want. I have to experiment with each design myself before I show it to the public. Fabrics are important to me, I don't use just anything, it has to be a design that I love, not like.
What comes next?
We'll see, the sky is the limit.
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