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Style “ What Strapline we want to see, is women wearing their abbayas right,” says Hind Beljafla, before explaining that, “you see more and more ladies wearing their special occasion abbayas to the shopping mall! Our designs are very creative, and sometimes include fitted cuts or sheer fabrics. It is not appropriate in our culture and religion to wear these things in general public. They should be kept for the right occasions.” Such occasions might include important family events such as weddings, but whatever the reason, Hind’s designs, created with older sister Reem, add a certain flair to traditional clothing. Their label is called DAS, which refers to three different types of abbaya – the daffa, abba and suwaieye. Traditionally, daffas were made from wool and worn during winter, the abba would be made from silk and used as formalwear, and the suwaieya is a more decorative design, with borders imbued with colour and intricate patterns. Older sister Reem began the company, following a period of training as an interior designer in London. Her entrepreneurial nous saw her crowned Business Woman of the Year 2007, and DAS named Best Design Business in the Mohammed bin Rashid Awards for Young Business Leaders. “I have always been fascinated in design, whether it be interior, graphic or fashion,” she says, “and with the help and support of my family, I was able to make my dream a reality, and start my own fashion line.” As is so often the case with successful companies, DAS sprang out of a personal passion, when Reem took her experience at London’s famous St Martin’s College and began creating abbayas for herself and her sisters. “At weddings and other events, women would come up to me and ask where I bought my Abaya,” she says. “Which got me thinking that there could be a market in the Middle East for my style of design, which revolves around the concept of making this traditional garment modern. It is difficult to create something on a par with what I see and buy from the top international designers, and I have many friends who feel the same, so I have come up with a range that offers an alternative.” The two sisters scour the world for suitable inspiration and materials, and carefully follow international trends. “Just like overseas designers who change their collections from season to season, our designs change with the international trends,” says Reem. “The fabrics used have also changed throughout the years. Some European factories have started to produce fabrics that are very light and delicate, which enable women to wear them with ease. The choices of the shayla now vary in design, materials and colours, while in the old days they were limited to four types.” Her designs are a happy marriage of the modern and the traditional. The abbaya, with its layering and fluid, gently flowing curves, is a naturally feminine item, but DAS designs add a more invigorating dynamism and flair. “Here at DAS Collection,” explains Reem, “we have built on our culture and identity to create pieces that reflect our roots but remain in line with the direction that fashion is taking in the 21st century. Modernity is a state of mind more than physical appearance and our pieces reflect this.” The girls’ eye for high style is very much a family trait, and Reem has always been inspired by her mother. “She would attend fashion shows around the year in Europe, and would always be inspired by them,” she says. “As a young girl, one of my fondest memories was watching her 12 Bin Hendi
Strapline get prepared to go to an event. Now, I feel that family is your backbone and support. You will always find them beside you, helping you throughout any journey, and my sister is just a blessing in my life. She is my sister, my friend and most of all my soul mate.” And, explains Reem, having two creative forces at work ensures the designs are always original. “We both have quite different tastes,” she says. “I am more the subtle and classic style, while Hind has the vibrant and loud designs. Together, we create exclusive pieces.” And next she hopes to take these pieces beyond their home market. “We are taking steps towards Europe at the moment,” she explains. “We have already participated in Germany, Berlin Cultural week, and in London in several exhibitions. No one knows what the future holds, but I certainly can’t wait. I hope that in 10 years I will be able to see how far I have come from today!” For contact details and outlet listings go to page 68 Bin Hendi 13
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Mr Mohammed BinHendi, Mr Mohidin Bi
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