UAE designers unveil Ramadan fashion to eager shoppers

Traditionally, women in the UAE prepared for Ramadan months ahead with regular trips to the tailor

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Many Muslim women still have time for some glamor during the holy month of Ramadan, especially with fashion designers catering for this specific time of the year with whole new, specialized collections.

On its official Facebook page, Valleydez stores in the UAE invited prospective fashionistas to attend the unveiling of its Ramadan Collection on July 1.

“Shop the most exquisite pieces by your favorite designers and standout from the crowd with our stunning options for the season,” it promised its customers.

The new collection will be shown at a suhoor evening event. Suhoor is when Muslims eat and drink before sunrise, onwards from which they have to abstain from food and water until sunset.

On Instagram, other local stores and designers such as OTT and Shweta Wahi raced to showcase pictures of flowy, long dresses or skirts suitable for Ramadan.

“It’s official! Come shop the #shwetawahi summer, pre-fall, and #Ramadan collections at @cledubai next Saturday from 12-8pm,” the fashion designer Shweta Wahi wrote on her Instgaram.

Nazek al-Sabbagh, founder of the Zari O’Breesam fashion brand which exquisitely mixes Emirati traditional wear with modern designs, had her “Colors of Ramadan” collection offering over 124 different pieces for women and 76 for children.

Sabbagh told Al Arabiya News that women are keen to look different.

“I know people who travel all the way to Kuwait, and other fashion showcases in Qatar and Saudi Arabia to bring different pieces,” she said, adding that some of her pieces were sold in Bahrain.

For this hot Ramadan in the UAE, with day time temperatures hitting 45 degrees Celsius, “the demand for cotton was high,” said Sabbagh, describing her clients as feeling “excited that there were casual wear options.

“We did not do much embroidery as it is heavy, but we kept embroidery for evening wear,” she added.
Sabbagh, who launched the collection in March, said about 50 percent of her stock had been sold out.

Asked why she launched her collection before Ramadan which started on June 18, she said: “People shop before its Ramadan.”

She reminisced on the olden days in the UAE when women used to prepare for Ramadan for months as tailors busied themselves making beautiful dresses.