Saks Fifth Avenue stocks new line by Emirati designer

As part of a move to support local talent the Dubai branch of US fashion retailer Saks Fifth Avenue has launched a new abaya collection this month.

Emirati designer Amal Murad’s ‘Redaa’ collection is now available in store, the retailer confirmed on Monday.

Murad told Arabian Business: “To have my collection in Saks which is one of the biggest department stores globally will add to my client base a lot.”

It is the retailer’s second abaya collection, following Sheikha Amal Al Maktoum and Raghda Taryam’s ‘Kanzi’ label.

“Saks Fifth Avenue is proud to be able to support local talent from within the region. It is important to be in touch with the traditions and culture of the community we reside in and be able to provide to consumers a variety of choice available in the world of fashion,” Carla Zaroubi Daaboul, Saks Fifth Avenue Dubai’s marketing manager told Arabian Business.

“Amal Murad is an exceptional designer. Her quality and creative designs meet the high standards expected by a leading luxury department store like Saks Fifth Avenue” Daaboul added.

As well as abayas, the Redaa collection will include accessories, including clutch bags and scarfs, which Murad said will appeal to non-Muslim shoppers.

Her abayas range from AED3,000 to AED10,000 depending on the level embroidery and craftsmanship.

Murad began selling her fashion line from her home, with small gatherings and private sales, but now sells to Muslim women across the GCC and even parts of Europe.

“I rather prefer to do things slowly but surely. I feel I am building up the foundations of my business to make sure they are solid enough so that I can keep building up.

“It’s not as important to be the first but it is to be the best,” she said.

The majority of Murad’s sales come from the UAE, followed by Qatar, Oman and then Saudi Arabia.

“I try to maintain our culture and tradition in the abaya but with a modern twist, to be more stylish and trendy. My customers can still be up to date with the fashion but still maintaining their identity.”

Murad said she is in discussions with Saks to consider plans for an in-house styling service for Arab customers.