Eid trend in GCC: Modern twist to traditional wear

At the Gulf Women Exhibition

In the run up to Eid Al Adha, independent fashion designers across the GCC gathered to showcase their styles at the Gulf Women Exhibition in The Address Dubai Mall.
The exhibition, which runs until Satuday, features around 70 designers displaying latest trends in outfits, accessories, makeup, perfumes and fashion treats that caters to the modern GCC woman.
The majority of the exhibitors, whose businesses are online-based, reported an increase in sales during the Eid season. "People love to shop online during Eid to escape the usual rush in shopping malls," said Dana Abu Hassan, co-founder of UAE-based D&H.
"The fashion industry in now booming and women want to look different and unique. They would rather buy a customised piece online than shop for an item that looks similar to somebody else's," noted Abu Hassan.
She started up the fashion platform, which displays jackets, dresses, vests along with other styles, with her best friend Haifa Al Ali, in June this year. They reported good demand and said they expect an increase during Eid. Their items range from Dh350 up to Dh700. "Our style is elegant but convenient, as we design anything that goes with jeans," noted Al Ali.
"Women in the GCC are currently following latest trends. The challenge is to stand out from the crowd of other designers, an increasing number of them given the expansion of online fashion industry," added Al Ali. The total value of e-commerce in the UAE was estimated at $2.5 billion (Dh9.2 billion) in 2014. It is expected to be valued at $10 billion (Dh36.7 billion) by 2018.
Clicking for the right look
Ahlam Abdullah, founder of Ahlam Fashion UAE, said she receives orders from around the GCC and sometimes from Europe. Orders double during the Eid season. "Women from the Gulf, especially those living abroad, rely on online shopping as they find it difficult to get the styles they wear," said Abdullah.
"During Eid, they want to dress traditionally but with a modern touch," said Abdullah who designs coloured abayas, bishts (the traditional cloak) and a variety of dresses that range between Dh400-600.
While the abaya remains a GCC-favourite, women are on the lookout for modernised and more colourful variations of the garment.
Eba Hamad, founder of Eba Fashion in UAE, blends Palestinian designs and patterns with Gulf fashion.
"I make jalabiyas and abayas with Palestinian embroidery. Fashion is a hybrid nowadays where culture blends immensely," said Hamad, who sees a 40 per cent increase in orders from the UAE, Saudi Arabia and Qatar. Her pieces vary from Dh300 to Dh2,000. "Fashion designers are countless and there's a new style coming out everyday. Women are more educated about fashion too," she said.
From Kuwait, Fatima Saleh, the owner of Malbos al 3afya label, said Eid is a hot season when she receives plenty of orders from UAE, Saudi Arabia and recently Oman. "It is sometimes challenging for women who wear the hijab to find modern styles to suit them, which is why they rely on online platforms," noted Saleh, who designs casual dresses and shirts. She added that sales on her items, which range from Dh250-500, increase by around 70 per cent during Eid.
Saleh expects the online fashion industry to keep booming. "The internet exposes women to different styles around the world. As technology advances, it gets easier for women to choose want with just a click," noted Saleh.
sherouk@khaleejtimes.com