We recently posted an article that profiled various abaya designers in the Emirates.
Now Hijabtrendz has an exclusive interview with Reem Beljafla, one of the sisters behind the label D.A.S Collection. Check it out!
Reem, 24, and her sister Hind, 23, are already taking couture abayas to another level.
Photos provided by D.A.S. Collection
Tell us a little about yourself and your background in fashion design?
Fashion designing has always been inspiring to me, especially as I lived in an environment that has contributed to experiencing all sorts of styles, chosen and worn by my mother, whose my first idol. I also always try to meet other fashion icons, who have built their way in the fashion industry.
What made you decide to start designing abayas?
It started by coincidence. I have always been comfortable wearing abayas that were designed by myself, and with every design I received complements and that encouraged me to share this gift with many others, who were able to relate with my taste, so I decided to launch my own fashion line.
My country, the U.A.E, has always supported women, and helped encourage them to become more independent. With this kind of support, I opened my own communications company started D.A.S. Collection. For these two ventures I was awarded Best Business Women of the Year 2007 and Best Design Business by His Highness Sheikh Mohammed Bin Rashid Award for Young Business Leaders.
It seems that in the last 5 years or so abayas have become such a hot item especially in the Middle East, why is that?
Abayas have always been (in my opinion) a hot item as it represents the Middle Eastern Culture. The abayas reflect the modern day Emirati Woman, yet in a conservative way. I feel the abayas are part of our culture, therefore it cannot be manipulated in a way where we change our identity, but we can certainly alter it to suit our environment.
Many women outside of the Middle East wish they could find abayas that are stylish, how can they get them?
My abayas can be reached through our website, where you can place an order.
What is your inspiration for your designs?
The Abaya to me is like a canvas where am the artist. I can prime it, paint and execute it in any way I wish, and the final touches are like my signature. So my inspirations are derived from life, the supportive people that I am surrounded by, and any artistic elements I see around me.
What are the price ranges of your abayas?
The price ranges between AED 3,000 and can go up, depending on the type of embroidery work and hand crafting that is invested into the design.
Where do you sell your abayas?
D.A.S. Collection is currently exhibited around the gulf countries, and recently I have been approached by the United Arab Emirates embassy in Germany, to take part in the Berlin Fashion Week. DAS Collection is growing with the help of my fans, and customers. And my plans never stop, The UK is another step away.
What makes your abayas different from other designers?
My designs have both the functionality and a fashion sense. Here at DAS, we have built on our culture and identity to create pieces that reflect our roots but yet are in line with the direction that fashion is taking in the 21st century. Modernity is a state of mind more than physical appearance and our pieces reflect this very essence.
What does D.A.S. mean?
D.A.S stands for Daffa.Abba.Suwaieya, which basically are other synonyms for the word Abaya, used around the Gulf. I came up with the name after researching and reading some books on the Arab abaya. Abayas in the old days were usually made from silk as it can be used in formal occasions and events. Daffa used to be made out of wool, which used to be worn during winter. Suwaieya, is usually the only decorative designed abaya, where golden borders were used. DAS Collection targets a particular caliber of events, meshed between formal and fashionable designs, but always bearing in mind the cultural conservative aspect of the aabayas functionality.
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As Salaamu ‘Alaykum,
Kudos to the dynamic designing duo. The abayas are great looking, even though I tend to prefer the tapered look. I’ll try to order one and see how it goes. Thanks for this great article, Mariam. Let’s hope we can get to see more of these in the future.
Looks bueatiful MASHALLAH..
These are really beautiful! They are more like designer gowns than abayas
Do people really wear these our in public in the UAE? they are beautiful but it would be interesting to see someone wearing this on the street
As Salaamu ‘Alaykum,
Hmmm. Sis Soumaya, I don’t think that the ladies that buy these clothes actually walk the streets
They most likely are chauffered everywhere, and attend high society gatherings that require members only invitations. A very different world…
I would totally buy one of these for a nice evening out. I think it’s so hard to find elegant looking dresses that don’t need to be hijabified. There is something unique to designer abayas. But at the same time I don’t see someone wearing this out everyday over their clothes, but then again I could be wrong
As Salaamu ‘Alaykum,
So, what should my husband wear if I wear something this hot? Should he wear a tuxedo, or do they make luxury thawbs for men too?
Oh I’m sure there are luxury thobes. But I would just say have him wear a really nice suit unless you’re trying to achieve the whole “look”. But be aware that it might end up too costume like if you’re in a Western country.
Dear all,
Thank you for your comments above
The DAS abbaya designs are formal dresses, where some are intended to be worn on special events, women gathering, weddings, etc.
Please feel free to browse through our website, http://www.dascollection.com, to review the latest on events, news and order your own DAS abbaya!
[...] Collection is one of the featured lines that will be on the catwalk and you can read our exclusive interview with them here. Bookmark [...]
salaam aleykum
these abayas are beautiful mashallah im inlove with them but they are sooo expensive, im a young student living in the UK and it seems un-affordable! lol, do you have a range for middle class people? if so, could you email me any more info? thanks.
waleykum salaam
[...] The abayas for sale are designed by the Beljafla sisters whom we interviewed exactly a year ago about their couture abayas. [...]
the abayas are really nice no doubt. but it doesn’t look like hijab because the head isn’t covered so i dont think its exactly called hijab. And i also have a request besides this .that its, can u please guide me how to wear sheila with those huge hairclips and different styles of wearing it. waiting for yr reply.
Assalamualaykum,
I was just wondering if you could tell me what the price range for your abayas is and whether they could be bought online or in SA (preferably Makkah or Madina). And like a couple of people above have stated that they are pretty expensive, i’m hoping that you can, in the future, include in your designs some slightly affordable options.
Jazakallah