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

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.”


Arab Fashion Week spotlights Lebanese, Saudi designers in Dubai

Jeddah-based designer Nora Al-Shaikh showcased her Spring/Summer 2020 line. (Supplied)
Updated 12 October 2019

Arab Fashion Week spotlights Lebanese, Saudi designers in Dubai

DUBAI: Designers Dhruv Kapoor, Hussein Bazaza, Daniele Carlotta, Nora Al-Shaikh and Rami Kadi showed off their latest collections at Arab Fashion Week in Dubai on Friday.

We take a look at highlights from the five shows that wowed the well-heeled front row. 

Hussein Bazaza – Lebanon

Bazaza showcased his latest collection “Experiment 2020,” which the designer says was created by his imaginary high school friend Portu.

(Arab News)

Dhruv Kapoor — India

Kapoor presented his Spring/Summer 2020 collection. From hyper-feminine silhouettes to oversize boyfriend fits, each piece was wildly different. Patchwork florals temple-inspired rustic prints and grunge-inspired stripes formed this eclectic collection.

(Supplied)

Daniele Carlotta – Italy

 Carlotta specializes in materials and hails from a family with a long history of working in the business.

(Supplied)

Nora Al-Shaikh – Saudi Arabia

Jeddah-based designer Al-Shaikh showcased her Spring/Summer 2020 line, for which she took inspiration from her Saudi heritage. According to the designer, she designs for contemporary women and tries to create clothes that can be worn anywhere in the world.

(Supplied)

Rami Kadi – Lebanon

The Lebanese designer Rami Kadi showcased his Fall/Winter 2019-2020 collection “The Temple of Flora,” in which florals are the main design element. The collection was inspired by Taschen’s reprint of “The Temple of Flora,” a box set portfolio of illustrations by Robert John Thornton that was originally published in 1799. Kadi’s collection features hand-painted plastic leaves and 3D-knitted, iridescent sequins.

(Supplied)