Selma Roth Saudi Gazette A small boutique here recently launched an “Abaya Fashion Days” event to promote the sales of local abaya designers. Libra Boutique, located on Abdul Maqsoud Khoja Street in Al-Rowdah district is planning to organize fashion events on a regular basis to give local designers the opportunity to showcase their clothes outside of their homes. “We created this event, because we want designers to come together in one event,” owner Rana Ismail said, adding all designs on display during the fashion days had been created especially for Libra Boutique. The fashion days saw the participation of 12 different brands, mostly owned by semi-professional women designers working from home. The countries these women originally come from range from Italy and Turkey to Dubai and India, while others are from Saudi Arabia. One of them is Gamze Mulfri, who hails from Turkey and started designing only recently. “This is my hobby, and it's going very well,” she commented. Mulfri created her brand when she saw the same style of abayas everywhere, which she didn't like: “I want to wear something elegant every day.” Her hooded designs are indeed stylish yet playful. Other designers stay closer to the classic cut. One of them is Sahar Madani, who comes from Dubai. “She is trying to maintain the identity of Arabian women,” explained Ameera Elahi, who works for Madani, while showing the black cloaks. “We're planning to have a recurring event every month,” Ismail continued. Next event will focus on skirts, the boutique owner said. Asked how the 12 designers had been selected, Ismail said she is mainly interested in affordable and casual abayas suitable for everyday use. “We want everyone to (be able to) afford it, so we have more people coming.” Designer Alessandra Serafini is doing good business. During the two-day launch of the event, she sold approximately three times more than usual. “I was happy; it was a success. And more importantly, it helped me market my brand. People liked my designs and I couldn't even accept all the orders, because I have just one tailor,” said the Italian designer, who with her wrinkled designs made of silk and cotton likes to swim against the tide of dominant black abayas made from smooth, synthetic fabric. Ismail herself also designs clothes. Her brand “Rana Ismail” comprises casual-chic pieces and simple cuts. The cloaks currently on offer at her boutique are the first collection of abayas she made. What makes her shop attractive for many women, she believes, is the boutique-lounge combination it houses, so ladies can first shop and then relax upstairs with a cup of coffee and some snacks. For more information, check LibraBTQ on Facebook or Libraboutique on Twitter and Instagram.
