Fashion in the UAE: Its infusion of culture, diversity and latest trends
Modernity in the fashion culture: A close look at how fashion designer Somaya Soeryadiredja feels about the influence of fashion culture and how she’s used her cultural background to create the stylish fashion pieces in her collection.
UAE fashion has become so much more than plain black abayas and headscarves. Dolce and Gabanna, a renowned Italian fashion house, designed their own take on the Arabian clothing with patterns that attracted the world. There’s a common misconception about the limitations to fashion when it comes to modest dressers and even hijabis, however; the Middle-East has continually proven this jibber-jabber wrong.
Being a passionate lover of fashion and enthusiastic about taking pictures of myself in fashionable outfits, one thing I’ve learned is that, in Dubai alone, there’s a growing amount of Emirati and expat designers that are all designing to cater to not just their Arab audience but also to residents in the city. It’s no question that Dubai welcomes expatriates and allows them to infuse their culture and lifestyle, but do so in a way that still respects the religious and cultural traditions of Emiratis and its neighboring GCC Countries.
The fashion industry is drastically growing with new and upcoming designers here and there; I have the privilege to experience this as it happens. Dubai has taken the fashion industry to a whole new level.
Fashion has no limitations and Dubai has proven that to be true regardless of its conservative culture; the modest fashion industry is growing.
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Coming from a place where the hijab is popular and being able to see the way people style it in a fashionably modest way in Dubai leaves me with no words, the beautiful colors, the variety of fabrics creates an atmosphere of sophistication and beauty. One excellent example of a modest designer with a multicultural background is Somaya who's diverse culture has allowed her to create detailed pieces called the ‘Kimono /Abaya.'Somaya Soeryadiredja , born and raised in the UK with an Indonesian background has brought her diverse imagination and creativity to Dubai, creating her own line ' Ayaso Boutique'; which consists of a great infusion of colours and distinct designs.
It all begun when she started designing and wearing her pieces, her friends started noticing her talent and so begun her journey into launching 'the stereotypical Boutique'; it is a unique brand, offering a variety of colours and designs with a maximum of two to three designs per piece, keeping in exclusive.She has interpreted her Kimono/Abayas moving away from the well-known 'tradition abayas' adding a unique look with distinct designs and vibrant colours.
Showcasing her pieces in fashion shows, Formula 1 Grand Prix, and the Dubai Film Festival, Somaya's fashion line has become a growing business and favourite for not only for the Arab women but also other nationalities. This moves away from the stereotypical idea that a particular style is meant for a specific culture, allowing other nationalities to wear the local attire to embrace and wear the clothes.
“It’s a mixture of the vibrant colours of Indonesia, the conservative side as well the traditional abayas of Dubai"
Coming from an Indonesian background, Somaya expresses her love for bright colours; Her pieces have been inspired by her moods and day-to-day activities; creating a story from each piece targeted to a wide range of people. There are days she feels joyful and picks out the most vibrant fabric, and other days that are melancholic, she goes for monochrome, the blues, and greys. Somaya is socially aware that living in Dubai, some women have different preferences which means accommodating to the specific designs and colours they desire, whether it's having more darker colours or a heavier material, still maintaining exclusive designs.
“When I was in UK my Asian culture played a huge part of who I was, but here I feel like it's my British upbringing that plays a part of who I am "
While living in the UK, Somaya described the difficulty of self- expression when it came to fashion. "It was a struggle to find clothes for Muslim women in England. But Dubai gives you that opportunity to dress modestly but remain trendy- from high-end designers to custom-made pieces. There's always something for everyone," she explained. Dubai has inspired her to design and grow her business – by its forever changing people; it’s a fashion hub to meet people and embrace the modesty. Different people from various parts of the world have certain ways of wearing the same clothing item, whether it's a Kimono, Abaya, or a fashionable piece, Dubai has become a trendsetter for fashion lovers, designers, allowing people to come together to create this space called a 'DiverseDubai.'
