Effa Al-Dabbagh is a Saudi fashion designer who grew up in a family of stylish and elegant women, so fashion was always an important part of her everyday life. It was her love for fashion and art that made her decide to become a designer.
She graduated from a United Kingdom institution with a degree in fashion design. “Ever since I was a young girl, I have always loved fashion, style, elegance and all forms of art. Today, I still love to draw and paint to relax,” she said. “My philosophy is to create clothes that enhance the beauty and femininity of women. I aim to provide beautiful, glamorous, contemporary fashion that suits the lifestyle and needs of fashionable, modern Arab women,” she added.
Effa spoke to Arab News about her passion for fashion and her Spring/Summer (SS) 2013 collection.
When did you start designing?
My first sketches were when I was a young girl. I designed and made my first dress when I was 11 years old. I was blessed to have a family that supported me and encouraged me to pursue my studies in fashion design.
You are a Saudi designer, yet your business is in Dubai, why is that?
It happened by coincidence that I was offered my first job in Dubai as a brand manager and fashion buyer for luxury brands such as Christian Lacroix, Valentino and Ungaro, so that is what brought me to Dubai, but I definitely have plans to open in Saudi Arabia in the future InshaAllah!
What inspires you when designing a new line?
Each season I am inspired by different things, I am inspired by my travels, but also by the history of fashion, art and nature.
How do you want your clients to feel when they wear your designs?
I want them to look and feel wonderful when they wear my collections. I am meticulous when designing each piece to make sure that it is flattering and comfortable during the design process and fittings. It is important that the fabrics, cut and finishing looks and feels luxurious. As a woman, I understand what women want to show off when they dress, and what they want to conceal.
Tell me about your Spring/Summer 2013 line?
For SS-2013, I took inspiration from the sophisticated and delicate beauty of the East Asian landscape and heritage. The prêt-à-porter collection combines elements from the aesthetic of modern Japan and Korea with subtle 1950s vintage references that merge effortlessly with my signature feminine lines and cuts to create a glamorous and truly modern collection.
The fabrics used were plain silks and satins, laces, pleated skirts and printed florals. We only use our own exclusive prints which we design in-house. For this season the print was inspired from the Asian lily in fresh spring colors such as mint green, fresh yellow and coral. Some of the pieces were adorned with hand beaded embroidery embellishments, and the use of sequined laces and textured metallics give depth of texture to the pieces. Full skirts, peplums and ruffles were a strong features in the collection, as well as our signature draping, long flowing skirts and wide belts.
How would you describe your style?
My style is feminine, elegant, luxurious, glamorous and modern. My Arab heritage is definitely reflected in my style, however there is a strong European flair that comes from my time spent living and studying in Europe. I love to use color, because I feel that color can enhance the mood of the wearer, and the clever use of it can be a natural facelift that brightens the complexion.
How do you blend ancient culture and modernity in your designs?
I always like to take inspiration from history, but I always re-interpret that inspiration in a new and modern way that fits with the current trends and the modern lifestyle that we lead.
What makes your designs special?
The greatest reward is when a client leaves my boutique feeling beautiful and on top of the world after purchasing an Effa piece. I think that is what makes my designs special and brings customers back again. I love it when my clients tell me how many compliments they get when they wear my pieces. This is really satisfying and motivates me to create more beautiful pieces each season.
Where can we find your work?
I have my total concept Effa boutique in Palm Strip Mall in Jumeirah Dubai. In Saudi it is also stocked at Maison Bo-M in Riyadh, I Love Hishma, and Al-Fitaihi in Jeddah. We also accept orders through our website www.effa.ae
What is the next step for you?
I would love to open Effa Boutique in Saudi Arabia. I am constantly developing my collections. We recently launched a collection of turbans, which was a sellout success, plus I created a second line of abayas under the label “Miss Effa” a collection of elegant daily-use abayas at a convenient price point. Our next major plan will be to take the brand international and show the collection in Paris.
