Thursday, Jul 18, 2013
Dubai: Abayas — floor-length garments that are normally black — are a Ramadan and Eid necessity for many women in the Gulf.
They have traditionally worn new abayas to family gatherings in Ramadan and Eid.
The two months prior to Ramadan represents a peak in sales of abayas to be worn in Ramadan and Eid.
“Orders double during these two months and sales increase by 60 to 70 per cent,” said Huda Al Nuaimi, founder and creative director of Malaak, a Dubai-based abaya fashion house that sells modern designs.
Other designers have echoed her sentiments.
“There is a huge demand in Ramadan. Sales of our abayas [for the month] represent two or three regular months,” said Effa Al Dabbagh, owner and designer of abaya fashion label Effa.
Effa recently launched its Ramadan and Eid collection in its Jumeirah boutique, and is already inundated with orders for custom-made abayas for Eid.
“We are taking orders until the first week of Ramadan — when we reach capacity,” Al Dabbagh said.
Her designs are priced from Dh1,200 up to Dh3,000. Each design is limited to 10 to 12 pieces.
Effa targets a niche consumer segment.
“Our customers are looking for luxury and quality garments that they can wear for several years,” Al Dabbagh said.
The fabrics of her abayas are sourced from Japan. They come in heavy or light varieties, depending on the season.
“For Ramadan and Eid, we are focusing on abayas with softer materials that women can wear with heels and flats,” Al Nuaimi said.
Abaya trends
The abaya has transformed from its basic and plain beginnings to its sequined and modern form.
“Before there were simple basic cuts in the market, and now there are more modern abayas,” Al Dabbagh said.
Her designs are modern, yet they maintain the cultural identity of Gulf women.
The trend today is toward different textures, fabrics, cuts and handwork, she explained.
“Belt abayas are a big trend. The Saudi style, open abaya, is also a trend,” she said.
Although there are strong proponents of modern-looking abayas, some women prefer keeping their abayas looking simple.
“Some customers still like basic, traditional cuts — some might not feel it appropriate to wear to malls, but they can wear it for a function or dinner. We have elements and details that make it stand out,” she said.
But for Ramadan and Eid, buyers can expect to find more trendy abayas.
By Sarah Algethami Staff Reporter
Gulf News 2013. All rights reserved.
