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Ahmad Ammar and Vincenzo Visciglia, both with engineering and architectural backgrounds, came together in 2014 at united arab emirates.
“Everything that inspires us is about architecture. Seeing all the architecture in Dubai inspires us because fashion and architecture go hand in hand,” says Visciglia.
Their work revolves around sustainability and fashion. Their unique designs often have a pattern, which they explain is due to their background.
“Our challenge is to prove that we can do bespoke designs, that we are different in the market and that if they buy Christian Dior, we will be attractive,” he added.
As local designers, one of the challenges they used to face was that their pieces were handmade, which drove up the prices, making them as expensive as international brands. They say their goal is to make women feel good about themselves. “People who wear AAVVA have an attitude; we cater to their bodies,” he adds.
UAE fashion
Fashion design in the UAE market has evolved; however, it faces the shadow of fast fashion. Once a new market, people are still eager to have clothes designed for them.
Dubai alone hosts four fashion weeks a year, two for women and two for men. The city, which hopes to become a fashion hub, is home to the Dubai Design District, a $1.1 billion creative hub.
However, there are some challenges, one of which is that designers are not necessarily creative, a notion that the market does not accept.
“I see a lot of designers copying the dress, then celebrities wear it, and then there’s a backlash,” he said. “Be patient and respect your own creativity.”
“The only reason we still don’t have a proper fashion week is because we don’t have enough buyers,” he explained. “They’ve seen the fashion industry’s impact on the economy,” he added.
Growing appetite in the UAE and Saudi Arabia, the fashion world is receiving more and more designers who find inspiration in different ways. Some of them take their work to other parts of the world, not just locally. In the UAE, the fashion industry is expected to grow to $4.57 billion by 2022.
Lena Zacharis is a Greek-Syrian fashion designer who has lived in the UAE capital Abu Dhabi since the early 1980s, where she founded LeZaMi Fashion in 2014. She presented her first collection for Italian customers and fashion trendsetters at HOMI in Milan in January 2019.
“Diversity is key. Because I have clients with all styles, I have a wider platform to express and create than most designers,” says Zacharis.
All clients, regardless of nationality, can wear her creations, she said. “I can tailor my pieces to suit different tastes, to suit the modest, the young, the trendy and the trendy,” she says. She’s always on the lookout for luxurious resort styles and denim fabrics.
She said she was inspired by her desire to dress women in a way that reflected who they really are. She describes her designs as modern and understated with a touch of style.It’s about using “beauty, color, fashion and self love“
Zacharis added: “Arab fashion designers are now bolder and more willing to expand and experiment.”
“Also, given current world affairs, prices and shipping difficulties, and post-pandemic conditions – people are now more keen to buy local fashion,” she added.
In addition to luxury brands competing with local fashion designers, more and more customers are turning to fast fashion.
Driven by increases in frequency and average orders, the online fashion industry is expected to increase its total market size by 20% over the next three years, according to a study by global consultancy RedSeer Strategic Consulting.
“The development of fast fashion platforms catering to transient trends and fashion-conscious shoppers is at the core of the growing wallet share of online fashion shoppers,” the consultancy wrote. As a result, these fast fashion brands are outperforming premium brands.
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