Stitching Identity How Emirati Women Designers Are Redefining Modern Luxury
By Eman Sultan
Stitch by stitch, a new generation of Emirati women designers is reshaping the language of luxury. Rooted in heritage yet confidently global, their work reflects a powerful dialogue between tradition and modernity, modesty and innovation, individuality and collective memory. Across the Emirates, fashion is no longer merely an aesthetic pursuit; it has become a cultural statement, a narrative form, and a declaration of identity.
From fluid abayas reimagined with architectural precision to minimalist silhouettes informed by Scandinavian restraint and Japanese philosophy, Emirati women designers are carving out a distinct space on the international fashion stage. Their creations honour the past while speaking fluently to the present, transforming fabric into stories that resonate far beyond the region.
Over the past decade, the UAE’s fashion ecosystem has undergone a remarkable evolution. Emirati women have emerged as influential voices in both luxury and modest fashion, seamlessly merging ancestral roots with cosmopolitan sensibilities. Their collections are positioning the Emirates as a rising hub of fashion excellence, where authenticity and innovation coexist. As one designer aptly puts it, fashion is not about following directions, but about translating emotion into form.
This new wave of designers does more than create clothing. They craft meaning. Through daring prints, inventive silhouettes, essential classics, and majestic gowns, they articulate a vision of contemporary Emirati womanhood that is confident, thoughtful, and deeply expressive. Each piece stands as a testament to artistic skill, cultural pride, and the dynamic transformation of fashion in the Emirates.
Azzalia
Quiet Confidence, Reimagined
Born and raised in Dubai, Sheikha Amal Al Maktoum grew up at the intersection of tradition and modernity. Surrounded by the understated elegance of Emirati heritage and inspired by the ever-evolving global fashion landscape, she developed an early understanding of balance: where strength meets delicacy, and respect for the past fuels bold reinvention.
The name Azzalia carries intimate meaning, inspired by the names of her daughters and infused with notions of familial love, continuity, and grace. For Amal, the brand is a living legacy, one she hopes every woman who wears Azzalia will embody. With a background in business and design management, she approaches fashion with equal parts creativity and strategy, recognising clothing as both an artistic and cultural medium.
Founded in 2015, Azzalia was born from a desire to redefine modern Arab luxury. Amal observed how women in the region used fashion to express identity and empowerment, and she saw an opportunity to elevate modest fashion beyond convention. Each collection begins with a story, blending fluid abayas and capes with precise tailoring, soft organza with architectural lines, and timeless craftsmanship with forward-thinking sustainability.
Ethical practice is central to the brand’s ethos. Responsibly sourced fabrics, limited production runs, and collaboration with local artisans ensure that each garment carries intention and integrity. Azzalia has grown into more than a label; it is a platform for empowerment, offering versatile, luxurious pieces that celebrate individuality while remaining deeply rooted in cultural identity.
Featured in leading regional publications and showcased at fashion weeks across the Middle East, Azzalia has become a creative movement. As Amal herself reflects, she does not simply design garments; she crafts stories that women can wear, rooted in heritage and shaped for the future.
Madiyah Al Sharqi
Elegance Beyond Time
Raised in the tranquil landscapes of Fujairah, Sheikha Madiyah Al Sharqi’s aesthetic was shaped by the poetic contrast between ancestral palaces and modern architecture. Filigree windows, saffron dunes glowing at dawn, and the quiet majesty of her surroundings left an indelible mark on her creative vision, one that balances tradition with contemporary refinement.
Her formal fashion journey began at ESMOD Paris, where she immersed herself in couture discipline and atelier craftsmanship. While Paris taught her precision and structure, her inspiration always remained rooted in home. In 2012, she returned to the UAE to launch her namesake label, initially focusing on bespoke pieces before expanding into ready-to-wear collections.
Craftsmanship sits at the heart of Madiyah’s work. Delicate embroidery, featherwork, and hand-pleating define her designs, each piece reflecting hours of meticulous refinement. Her aesthetic is unmistakably feminine, with pastel-hued silks, whisper-light chiffons, and soft organza forming fluid, romantic silhouettes. Tailoring is precise yet gentle, prioritising movement and wearability over rigidity.
Madiyah’s brand celebrates timeless elegance and cultural authenticity. From ethereal bridal gowns to refined everyday pieces, her collections tell stories of understated luxury and modern femininity. Proudly bearing the “Made in the UAE” label, she collaborates closely with local artisans and ateliers, ensuring that each garment carries the spirit of place. For Madiyah, true elegance transcends trends; it is a spirit that endures beyond seasons.
Twisted Roots
Where Utility Meets Poetry
Latifa Al Gurg’s life has always been a conversation between cultures. Raised between Copenhagen and Dubai, with an Emirati father and Danish mother, she grew up immersed in Scandinavian minimalism and Middle Eastern tradition. This duality became the foundation of her design philosophy, weaving two worlds into a singular, purposeful vision.
Her path to fashion was unconventional. With a degree in electrical engineering and a career in tech consulting, Latifa developed a deep appreciation for structure, function, and problem-solving. It was during her work on construction sites that she confronted a practical challenge: the lack of clothing that was both modest and functional. This experience sparked the idea behind Twisted Roots, launched in 2014.
Approaching fashion as an engineered system, Latifa designs garments where form follows function and every seam serves a purpose. Twisted Roots merges minimal Scandinavian aesthetics with the expressive fluidity of Middle Eastern dress, creating pieces that are versatile, comfortable, and elegant. Her collections are designed to transition seamlessly across professional, social, and spiritual settings.
Adaptability lies at the core of the brand’s philosophy. Modesty, for Latifa, is not a limitation but a form of freedom. Ethical production, small-batch manufacturing, and sustainable sourcing further reinforce the brand’s intentional approach. Twisted Roots is more than clothing; it is a cultural map, stitched with purpose and worn with confidence.
Pearla
Couture as Memory
Founded by sisters Hessa Al Obaidli and Fatma Ali Aljoker, Pearla is a Dubai-based couture house that transforms heritage into art. Hessa’s earliest inspirations came from Sharjah’s vibrant souks and the ancestral crafts passed down through generations. As a child, she watched women embroider with seeds, shells, and gold threads, each stitch a symbol of lineage and memory.
Their shared passion for storytelling through textiles led the sisters to study fashion design and apprentice with regional couture houses. Hessa further deepened her craft by learning intricate threadwork and beadwork from artisans in India and Pakistan, ensuring that Pearla’s creations are grounded in authenticity.
Pearla’s aesthetic is dramatic and emotive. Handcrafted couture pieces feature tulle, seed pearls, and elaborate embroidery, with bold silhouettes such as sweeping capes, sculptural abayas, and flowing trains. The colour palette draws from nature’s quiet majesty, sands, emeralds, ochres, and sea greens illuminated by metallic accents reminiscent of desert light.
Each Pearla piece is produced in limited editions, reflecting a commitment to individuality, ethical production, and timeless elegance. For the sisters, couture is a vessel for memory, love, and identity. Their designs are intended not merely to be worn, but to be treasured as heirlooms that carry personal and cultural narratives forward.
By Dana Al Ansari
The Power of Restraint
Dana Al Ansari’s design journey began in the serene spaces of her grandmother’s home in Sharjah, where minimal decor and graceful restraint left a lasting impression. Drawn to simplicity from an early age, she found beauty in stillness and subtlety, values that now define her brand’s DNA.With a background in design and business, Dana refined her aesthetic through workshops in Japan and Milan, where she was influenced by the Japanese concept of ma, the space between, and the Scandinavian philosophy of “less is more”. These cross-cultural experiences shaped her minimalist approach, rooted in clarity, balance, and intention.
By Dana Al Ansari began with a capsule of just twenty pieces, timeless staples designed for women who value consistency and quality over embellishment. The brand has since evolved into seasonal collections of understated luxury, offering versatile wardrobe essentials crafted from natural materials such as linen, silk, and bamboo blends.
Dana’s commitment to slow fashion is unwavering. Limited production runs, ethical sourcing, and transparent supply chains ensure that each garment reflects integrity and care. With geometric yet soft cuts and refined finishing details, her designs offer quiet confidence for women who appreciate elegance without excess. In her words, minimalism does not shout; it resonates.
A Collective Future
Together, these designers represent more than individual brands. They are custodians of culture, innovators of form, and storytellers of the self. Through their work, Emirati fashion is emerging as a powerful expression of values, legacy, and voice. It is a fashion movement defined not by trends, but by intention; not by spectacle, but by substance.
As Sheikha Amal Al Maktoum reflects, they are not merely creating clothes but crafting stories, culture, and confidence. In their hands, the future of Emirati fashion is being written, one thoughtful stitch at a time.
