Tuesday, 13 July 2010


A few weeks back I was approached by a PR company who wanted to a new womenswear brand that focuses on designing items that can be worn from day all the way through to the night. Offering comfort and style, I've since been able to properly research the brand and see what they have to offer and was pleasantly surprised.

The two designers; Arwa Abdelhadi and Basma Abu Ghazaleh are both from Dubai but have travelled the world for both their education and work careers. Arwa even studied for a time at Central St Martin's where her love for fashion was truly cemented. Whereas Basma went down a different route, studying Science in Sociology, before pursuing a career in marketing and communications.

With such a high flying and demanding background, you would expect their designs to involve high levels of structure, or be more business driven. However, quite the opposite.

Their designs aim to bring out the feminine in everyone, but ensuring that comfort is not sacrificed. There is a young, playful element in their designs. Brands that I think follow a similar design and attitude are Twetny8Twelve, Jigsaw and Cos, all aiming to make the wearer feel comfortable yet still show off their femininity.

Currently available at http://www.boutique1.com/ or click HERE to view the collection. Be sure to watch this brand as it looks to develop in the market and could see many celebs, such as Alexa Chung, Sienna Miller and Kate Bosworth happily adopting this brand. View the brand profile at Not Just a Label HERE.

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