DESIGNER Focus

“When we started brainstorming about what Debaj would be we thought of couture abayas; real couture abayas since there were no true couture collection of abayas yet.”

How did Endemage as a brand start?

It started off as a college project when co founder and creative designer Lubna Al Zakwani was studying fashion design & business at Esmod Dubai. She was inspired and passionate about the Omani culture and heritage and its strong connection with art & design. In 2011, the brand came to light after she produced her first runway collection with an eastern vibe applying modern techniques in creating the pieces.

What do you like your pieces to represent?

The rich Omani culture that’s evident in interiors, nature, craftsmanship, & strong influence from neighbouring countries such as Yemen, India, & Zanzibar

What materials do you love using?

We love to experiment with different fabrics & materials. We’re always looking for fabrics that complement our intricate embroidery that is drawn from the Omani culture and seen in traditional garments

Throughout your SPRING/SUMMER and/or your Fall/ Winter collection you reference style, luxury and comfort whilst travelling, how do you maintain this?

Through designing & creating loose and flowing cuts. For previous collections, we created well thought out separates that are beautiful as well as comfortable. We designed a set of loose cut dresses with signature embroidered trims, in addition to loose culottes that are adorned with ultra elegant threads of embroidery shapes inspired by architecture & nature.

In our abaya collections, we consider modest dressing and introduced exclusively made colourful pieces in pastels and soft tones, embellished elegantly. We are experimental with different loose and straight cuts such as kimono style abayas that fit within the modest dressing direction in fashion and complement streetwear in a unique way.

How do you feel about minimalist jewellery becoming increasingly popular?

Minimalism signifies symbols & natural looks, sometimes real & raw designs highlight the beauty of the person wearing these styles. We believe in simple dressing however we also carefully think about ways in adding our signature that makes us distinctive.

Why is your participation at the 13th Edition of HEYA important and beneficial for the brand?

Being at the HEYA exhibition adds great value to our brand. We enjoy a great relationship with our Qatari based clients and we are happy to be close to them and meet them to understand their tastes better and what they look for in fashion.

What’s your future vision for the brand?

We are extremely proud with our accomplishments and grateful and we hope to see the brand enjoying success globally and catering to the leading women of the future

What is your inspiration behind each piece?

It primarily depends on the theme per season. We find beauty in everything related to our culture and identity

How far has the abaya come in terms of being a fashion rather than a cultural statement?

It’s is now officially a fashion statement and is appreciated by many that didn’t grow up with it as part of their culture.

We have seen many looks inspired by abaya style and the khaleeji streetstyle scene during SS18 and FW18 fashion seasons.

The abaya has evolved into a truly stylish staple piece that every wardrobe needs. The beauty in the fabrics, cuts, embellishments & colours added to the traditional abaya style transformed it into a luxurious item that adds a sense of unique style to your outfit. It’s a versatile piece that can be styled in many creative ways depending on the woman’s personality and taste.

What is the key to a cutting-edge, unique and versatile abaya?

All the details starting from the actual cut of the abaya that proves style & comfort, the type of fabric used that falls beautifully on the woman’s body, & of course we love adding embroidery that’s unique to us and we believe gives it a feminine feel Is there a particular country that has influenced your most successful collection of abayas?

All our collections are inspired by khaleeji culture and influenced by Indian luxury bridal fashion seen in the intricate embellishments. Our abaya collections have been successful since the start of the brand

Name some themes that might inspire upcoming collections?

Anything linked to our Omani heritage. The sky’s the limit.

Endemage.com | @endemage

“In our abaya collections, we consider modest dressing and introduced exclusively made colourful pieces in pastels and soft tones, embellished elegantly.”