Knowing your clientele is one of the first steps in building a successful brand, and for Fall/Winter 2015 Dima Ayad proves that she’s well in tune with the needs of her patrons, delivering in a big way for her Middle Eastern clients. She does so not only with designs specifically intended for the region’s mild winters, but also with the type of wearable luxury that discerning GCC shoppers demand. Speaking exclusively with Savoir Flair, the Dubai-based designer discusses the nature of her approach, saying, “The collection channels the mood of the season through the use of bold color and silhouettes, while keeping each piece light and easy for layering in the Middle Eastern climate.”
Working with a basic palette of oxblood, white, and black, she builds the collection around structured, fitted silhouettes amplified with amazing, opulent details. Season after season, Ayad has enjoyed experimenting with some of the most interesting fabrics we’ve seen from regional talent, and this season is no different. Sequined raffia frills, French lace, silk crêpe, and matte sequined lace are just some of the beautiful materials you’ll find in this lookbook. “The collection balances gothic-influenced finishes in head-to-toe black looks alongside delicately detailed dresses in white,” Ayad explains. “The rich pieces add a bold contrast with shimmering fabrics, featherweight fringing, and a dose of drama.”
Ayad is also careful to ensure her designs flatter the female form, either by tracing its curves tightly or, when fringed garments run the risk of overwhelming their wearer, by revealing glimpses of skin through perforated fabrics, shorter hemlines, or exposed shoulders.
For a sneak peek at the new Dima Ayad Fall/Winter 2015 collection, click through the gallery.