Hijabtrendz Exclusive

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

DAS 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.

Abaya from DAS CollectionAbaya from DAS Collection

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.

Abaya from DAS CollectionAbaya from DAS Collection

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.

Abaya from DAS CollectionAbaya from DAS Collection


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.

Abaya from DAS Collection

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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