While we sipped our coffee, okay, it may have gotten a bit cold, we dove into a fascinating conversation about the growth of local designers, the importance of fashion sustainability, and more. Faiza is truly an inspiring woman with a vision that resonates with the spirit of innovative, homegrown brands.
Join us to celebrate the perfect blend of luxury and sustainability, and discover how fashion can empower and uplift our community! Don’t miss out on this chance to engage with a trailblazer in the industry!
HOW DO YOU SEE THIS PARTNERSHIP INFLUENCING THE PERCEPTION OF LOCAL DESIGNERS IN THE LUXURY FASHION MARKET?
I believe it’s crucial right now for regional brands to gain recognition on the international stage. Partnering with esteemed retailers like Harvey Nichols is a fantastic first step in that direction. There’s definitely work to be done on both sides. Brands need to align their offerings with retail calendars and understand the specific needs of stores, such as which products perform well. Additionally, they must meet the high quality standards required by retailers like Harvey Nichols.
On the retailer side, it’s essential for them to actively seek out regional brands with the potential to thrive in their stores. This representation is vital for consumers in the region and can help elevate local talent. Overall, it’s exciting to see this shift happening. I feel honored to be stocked at Harvey Nichols and hope this marks the beginning for many other regional brands to follow suit.
COULD YOU HIGHLIGHT SOME OF THE UNIQUE OR STANDOUT PIECES FROM YOUR COLLECTION THAT CUSTOMERS CAN EXPECT TO FIND?
What makes Bouguessa unique is that we are the first luxury fashion house based in the Middle East. We cater to an international audience, with a strong emphasis on modest wear for our local customers. Our collections embody minimalism, high quality, and a contemporary spirit, classics with a twist. One of our standout pieces is the Sheikha Trench, a reinvented classic. It’s an elongated trench made from light, crisp crepe, rendering it elegant and versatile. It can be styled as an abaya for the region or dressed down with jeans and a t-shirt for a casual look in New York.
For the past ten years, we’ve focused on creating such versatile pieces. Another signature of Bouguessa is our two-tone story, which includes a stylish oversized blazer in a subtle beige and taupe contrast. The pants are well-cut and exceptional on their own, but together, they create a striking look. Their simple shape makes them easy to wear and comfortable, which is a core focus for us. I love how this combination of neutral colors creates a timeless appeal.
DO YOU FIND IT CHALLENGING TO RECREATE CLASSICS?
It may look easy at first glance, but recreating classics is quite challenging. Our priority when designing is always comfort, which can be limiting at times. While we want to be creative and think outside the box, we have to be careful not to veer into uncomfortable designs. Within that commitment to comfort and a classic aesthetic, we strive to incorporate unique twists that set our pieces apart. This process often involves a lot of experimentation. Sometimes what starts as a mistake can lead to unexpected results. Our tailors and technicians may interpret our sketches in ways we hadn’t anticipated, and while we might initially question it, we often discover that the outcome is even better than we envisioned.
LOOKING AHEAD, HOW DO YOU ENVISION THE FUTURE OF FASHION IN THE MIDDLE EAST, PARTICULARLY FOR HOMEGROWN BRANDS?
Many brands are currently standing out by pushing boundaries and aligning with international standards in their collections and timelines. This shift is crucial as it allows them to think globally while creating pieces that resonate locally. Historically, the focus was primarily on Western consumers, but there’s now a significant move toward catering to local audiences. Brands need to stand out and maintain certain standards, but it’s equally important to listen to local customers.
At Bouguessa, we prioritize this approach by continuously gathering feedback from our customers and team. We analyze what they liked and didn’t like to ensure we create collections that truly resonate with them. Being a homegrown Middle Eastern brand, we’ve organically connected with our local consumers, making their insights vital to our design process. This focus on the local market is essential for future success.
Craftsmanship is at the heart of what we do. Our minimalist and classic aesthetic demands a commitment to high quality and skilled craftsmanship. We are fortunate to have access to exceptional tailors and technicians in the region, allowing us to produce our garments locally. This commitment to craftsmanship and quality is a core value we plan to uphold in the years to come.
Our brand’s essence is rooted in timelessness, which aligns with our approach to sustainability. I believe that durability is key; when you invest in quality pieces and care for them, they remain a part of your wardrobe for a long time. This timelessness is central to our philosophy of sustainable fashion.
CRAFTSMANSHIP IS A VITAL ASPECT OF FASHION. CAN YOU ELABORATE ON HOW YOUR COLLECTION EMBODIES THE PRINCIPLES OF CRAFTSMANSHIP AND ETHICAL PRODUCTION?
Our approach to sustainability focuses on timeless designs and enduring quality. We consistently reevaluate our methods, especially in different seasons. In summer, we can more easily incorporate sustainable materials. However, winter presents challenges due to the availability and quality of sustainable fabrics from mills and suppliers, particularly when it comes to high-quality wool and blends.
During the warmer months, we prioritize sustainable materials, but throughout the rest of the year, we aim to reuse and repurpose our materials. For example, we often use leftover fabrics for detailing in our designs. If we have excess fabric that can’t support full production, we find creative ways to integrate it, like using it for piping or accents. One initiative we recently implemented involved leftover leather. We cut it into small squares, attached them to canvas bags, and embossed our brand name, giving the leather a second life.
Additionally, with this collection, we introduced upcycled styles. Last year, we received a shipment of coats and long jackets that arrived late in the season. Recognizing that they wouldn’t sell as-is in December, we brainstormed ways to give these items a fresh look. We combined gray and black coats to create a unique gray and black piece and added a dark blue pocket for contrast. Similarly, we upcycled a brown and beige coat by merging the two into a new design. This way, we transformed items that might have otherwise been left in storage into fashionable pieces, preventing waste and enhancing their value.
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