‘Once it’s gone, it’s gone’: Edgy new abaya label sparks demand with limited drops

The Cap Project was established in 2017 by an anonymous local design duo hailing from the UAE. Supplied
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Updated 21 September 2020

‘Once it’s gone, it’s gone’: Edgy new abaya label sparks demand with limited drops

DUBAI: If one were to describe The Cap Project’s designs in a few words, “a mix of couture and streetwear” would be most fitting. Equal parts luxurious and edgy, the Dubai-based label is not your average abaya brand.

Founded in 2017 by an anonymous local design duo hailing from the UAE, the rising brand is coveted for its modern take on the Emirati woman’s sartorial staple by way of deconstructed tailoring, oversized silhouettes and a vibrant color palette, making it anything but the traditional black abaya.  




The womenswear brand was born after the designer’s couldn’t find what they were looking for in the market. Supplied

Like many fashion lines,  the contemporary womenswear brand was born after the designer’s couldn’t find what they were looking for in the market. So, they decided to make it. “Our designs are basically pieces that we would want to be seen in,” explained one half of the design duo, who choose to remain anonymous, to Arab News. 

This translates into comfortable, day-friendly abayas and luxurious chiffon overlays with matching shaylas that are perfect for nighttime with a little jewelry and the right pair of heels. 

Meanwhile, the brand’s newest collection for September 2020 has more of a utilitarian feel to it. Think buckles, oversized pockets, military green colorways and magnetic closures. “We like to push the envelope in terms of our designs,” stated the reclusive designer.




The Cap Project draws its name from its unique “capping” business model. Supplied

However, not everyone can get their hands on the brand’s highly-sought-after pieces.  

In fact, The Cap Project draws its name from its unique “capping” business model, which is a retail concept that entails producing limited pieces for purchase. The brand, which takes orders through Whatsapp, has an Instagram Stories highlights dedicated solely to the items that have been “capped” so that their clients know what’s out of stock. 




The drops are limited to pieces of three, six and eleven. Supplied

The idea, the designer explains, is that they “just want girls to feel like they have something exclusive and that’s just for them.”

It’s also an ethical component of the brand. The drops are limited to pieces of three, six and eleven, reducing waste and increasing personalization.  

And once an item is out of stock, even if there’s a demand, the designers will not produce more. Or, in the creative designer’s words: “Once it’s gone, it’s gone.”


Struggling to find olive-toned concealer? This new Dubai-based label has you covered

Updated 50 min 25 sec ago

Struggling to find olive-toned concealer? This new Dubai-based label has you covered

DUBAI: In the world of makeup, olive skin is described as having neutral or yellow undertones with a greenish hue, hence the name “olive.” Though genetically blessed with a year-round tan, finding suitable makeup shades can pose as a challenge to many women with an olive complexion.

Despite the efforts of many major brands to incorporate more shades into their cosmetic lines, most commercial products available on the market are still generally geared towards Euro-centric skin tones. This is why Dubai-based makeup artist Fizah Pasha launched Brulee Beauty, a cosmetics brand created specifically for olive skin-toned women. 

“I noticed a gap in the market for a mid-luxury brand that catered specifically to the yellow undertone,” Pasha told Arab News. “It ignited my passion to cater to an underrepresented segment of the market,” she added.

Brulee Beauty is a. new cosmetics brand created specifically for olive skin-toned women. Supplied

“I had clients that had a yellow undertone and finding the right concealer for this specific skin tone proved very difficult,” she stated, adding, “I would always need to mix two or three concealers to get the right one for my clients as well as myself. This is how I started thinking of creating my own makeup line.”

Brulee, which is a caramelized sugar that is golden in color, launched this summer with a collection of five concealers ranging from lighter to darker shades that are suitable for women with golden undertones. 

“It’s important for concealers to match your skin and undertone as your complexion can appear to be ashy and grey if you’re using the wrong color,” explained the makeup artist.

The brand launched this summer with a collection of five concealers ranging from lighter to darker shades. Supplied

As there are standard pigments that are typically on the orange and pink spectrum, it took Pasha two years of extensive research to create a product she was satisfied with. The result:  A high-coverage formula that conceals, brightens and blurs in one swipe.  Each concealer boasts nourishing ingredients such as sodium hyaluronate and vitamin E to help plump the skin as well as provide deep hydration. 

Pasha also revealed that she has plans to further expand her brand to include a whole range of products, in addition to concealers, that will cater to women with yellow and golden undertones. “Inclusivity in makeup is important,” she mused. “Every skin tone should be seen and kept in mind when creating products.”

Brulee Beauty can be purchased online.