Asma Al Matrooshi and Maitha Al Shamsi, the dynamic duo behind the brand, began their journey in 2014 with the vision of infusing abayawear with a pastel color palette, as well as a more organic feel to fabric use.
“Our first season carried out pieces that were made with cotton blends and pure linens or silk in the softest shades of nude and beige and almond greens. Our targeted audience back then expressed a lot of support and genuine interest and love in our first pieces. That encouraged us to just keep going forth and incorporate travel wear, lounge wear and kaftans right there and then. The fact that we refused to use the color black (which is the traditional color used in abaya construction) was met with a lot of enthusiasm and that’s exactly how we built our DNA.”