June 2015, Dubai, UAE – I presented the relaunch of my brand – AIISHA RAMADAN – in the shortest fashion show I’ve ever had. Nothing was by mistake. Nothing was a coincidence. I knew exactly the feedback I wanted to receive, and it was ‘Remark-able’.
After nearly nine years of working in the industry, my fans, clients and the world knew me for couture; intricate gowns that would be presented in sets of several dozens, worn by celebrities from Hollywood to here, my home, the Middle East. My love for couture and the fantasies it surrounds me with, is what got me into the fashion world after all!
However, my belief was, and still is, that my true essence is in the ready-to-wear business – but I needed some commercial guidance. This is when I met Asil Attar and the Est2014 (Established 2014) team, and together we set out on a journey to restructure and manage my brand, and to mentor me as a person, a designer and an individual.
The process started in December 2013 and it was so emotional, cleansing my soul and mind. It was an incredible journey in search of Aiisha Ramadan. I had to literally choose between
1. Being a couture designer spending thousands on extravagant shows and one off pieces to impress my audience or 2. Being a brand that will leave a legacy for decades to come with its wearable and affordable lines.
I chose what my essence stood for without letting go of my couture fantasies.
So for my first official ready-to-wear collection, we focused on quality rather than quantity by displaying signature silhouettes that will be the core of the AIISHA RAMADAN brand moving forward. It’s fair to say that every piece I displayed was made with pure love, passion, dedication and a vision of where this brand will be in the near future.
The inspiration for my A/W’15 collection is City Lights – as I drive by, or fly above, the magical ceremony created by all the lights that embrace the city at night. I’m inspired by the geometry, the colours, the darkness that reflects from the buildings, the shadows that create shapes. A million lights flickering are memorizing and the simple lines that define them, like jewels cast in the finest settings. There’s magic created when all of these elements unite, they play on my imagination, creating elegant, effortless and refined lines.
For my A/W’15 collection I partnered with Dhamani jewellery. Their incredible sets of diamonds represent the brightest lights in a dark sky. With each look from day wear to couture, each ring, each necklace and earrings, adds a touch of glamour and timeless beauty that can’t be ignored.
The last several months have been extremely busy for me. I had to raise another human being for the first time – my beautiful daughter. Although it happens all the time with others, it was a first for me. It was an exhausting yet incredible, life changing experience. The thought that every decision I now take, will shape my baby’s life is an immense responsibility. My journey of discovery was a lot more challenging when coupled with being new to motherhood. But in the end we all pulled through and I’m extremely proud to say this is my favourite collection to date.
AIISHA RAMADAN is a brand with a global vision that is dedicated to offering its clients a variety to their wardrobe that stands the test of time – simple, refined, elegant, effortless and timeless. It’s about time the Middle East region exports some real ready-to-wear fashion and I never fail to be a pioneer among the few Middle East designers endorsing this domain.
Thank you for your incredible souls that have supported me throughout the way and I look forward to sharing with you my new journey as it unfolds.