Stylish designs

Nazek Al Sabbagh, founder of home-grown label Zari O’Breesam, organised a fashion show in Manama to raise funds for the Children & Mothers Welfare Society.

The fashion show featured her latest women’s collection, Masa Elward. 

Bahrain was the fourth stop of an international roadshow, which kicked off with the launch of the collection in the UAE. The next stop was her fashion show in London, followed by ‘Hag Al Lailah’ local celebrations back in the region in which she raised funds for the Dubai Women’s Association.

The final station across the Gulf was under the patronage of Shaikha Thajba bint Salman Al Khalifa.

“The Bahrain fashion show was the biggest ever and we thank Shaikha Thajba for her support for this social event. Our plan is focused on increasing footprints and we have received positive feedback in Bahrain,” Mrs Al Sabbagh said.

“The fashion show included designs for GCC women – all designed according to traditions and modernised to present a contemporary look.”

Zari O’Breesam combines two Arabic words: ‘Zari’ which is golden or silver even threads and ‘Breesam’, silk threads with bright colours.

The brand says part of its success is having ‘good knowledge of the local culture’ and a modern touch.

The label has spread all over the Gulf in record time, and critics say it has helped fill a gap in the local fashion industry by providing a selection of attire for women looking for beautiful dresses to suit different occasions.

Many of the latest clothes are sold via online orders through the Zari O’Breesam online store, but in a short time it has emerged as a leading retail fashion brand in the UAE and is now expanding its footprint towards Europe.

The Emirati engineer and businesswoman launched it last summer eyeing a global footprint, driven by quality, innovative designs and aggressive marketing.

Zari O’ Breesam aims to attain a market share in the UAE of over 20 per cent within three years, she told reporters, confident that the brand will emerge as a key Emirati player in the Gulf fashion industry, which is growing at 15 per cent annually.

She added: “Our aim is not only to meet the growing demand for stylish and contemporary outfits that reflect the culture, but also to attract and nurture young local talent, focused on creating unique designs with an international appeal, blending modernity with heritage and helping the region’s fashion industry become competitive and quality-driven.”

Earlier collections consisted of dresses made in vibrant summer colours aiming to convey a ‘pervasive sense of joy’. The colours varied between yellow, orange and sea blue.

Mrs Al Sabbagh said: “The inauguration of Zari O’ Breesam Fashion House is a response to the growing demand for local, branded creations that are distinguished by quality that suits all tastes, and meet Gulf women’s search for modern fashion-wear characterised by beauty and luxury.

“The new collection encapsulates our efforts to innovate and offer a superior line of fashion that elevates the level of the local fashion industry. We combine elegance with attention to detail and varied styles to suit different tastes … creating a showcase for upscale modern designs without compromising on our culture and heritage.”