‘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
Short Url
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.”


Emma Roberts shows off Lebanese label as she reveals why she blocked her mother on Instagram

Updated 21 October 2020

Emma Roberts shows off Lebanese label as she reveals why she blocked her mother on Instagram

DUBAI: US actress Emma Roberts made an appearance on “Jimmy Kimmel Live!” this week, where she opened up about her new film, pregnancy and how she wound up in an Instagram feud with her mother.

For the occasion, Roberts, who is expecting her first child with her partner Garrett Hedlund, donned a blush, floral Ganni dress paired with shoes by Lebanese footwear designer Andrea Wazen.

The Beirut-based designer launched her eponymous, celebrity-approved label in 2013 following stints with some of the most renowned footwear designers in the world, including Christian Louboutin.

She opted for the Denver Lavender pumps, a pair of mesh sandals with an adjustable buckle strap.

Wazen’s impressive list of celebrity clientele includes Hailey Bieber, Jennifer Lopez and Kylie Jenner.

Roberts video chatted in from Los Angeles, where she revealed that she temporarily blocked her mother, Kelly Cunningham, on social media after she unwittingly “spilled the beans” about her daughter’s pregnancy. 

“I was keeping my pregnancy pretty low key but unfortunately my mother has Instagram. Which, mothers and Instagram, it’s a bad combination," Roberts said on the show.

She added, “She definitely spilled the beans.”

 
 
 
 
 
 
 
 
 
 
 
 
 

Me...and my two favorite guys

A post shared by Emma Roberts (@emmaroberts) on

The 29-year-old explained that her mother doesn’t own a computer and had a flip phone until about three years ago when she bought her an iPhone, calling it “the worst thing I ever did.”

Once she got an iPhone, Cunningham made an Instagram account where she unintentionally spilled the beans on her daughter’s pregnancy by thanking fans who were congratulating her on becoming a grandmother.

“It was a disaster and I found it all out on a plane so I couldn’t get to her, I couldn’t call her or attack her,” Roberts said. “I could just iMessage with her and DM her and ask her to please stop.”

When the “American Horror Story” actress was finally able to get a hold of her mother, Cunningham told her that she had responded to fans because she thought Roberts had already confirmed her pregnancy, but it was actually just a tabloid story. Roberts added that they “kind of laughed” and “kind of got into a fight” over the incident, which led her to temporarily block her mom on social media.

“It’s been an Instagram war with my mother that I never saw coming,” mused Roberts. “It’s a good story to tell the baby.”