This is something I concentrate a lot on, layering and the flexibility of styling, allowing the client to make the pieces their own. Dentelle fabric also makes an appearance in the collection, provided by the legendary and generational French brand: Jean Baracq, and of which we are proud ambassadors. There are also some timeless pieces, such as the leopard silk slip and the lamé wrap dress. Both are from our Ramadan/Eid lines. Finally, our oversized reversible coat is inspired from “furwah” —- a traditional Bedouin winter coat.
You state that “Otkutyr is the only fashion house of its kind in the Gulf region”, can you tell us a bit more about that and about the fashion industry there?
A fashion house dedicated to launching independent designer brands is non existent, and the concept seemed foreign when I first founded the fashion. What we do, in simple terms, is literally hold a talent’s hand from the beginning of their creative journey, offering services that range from branding to PR. It was difficult for a long time to get local production and talent to be taken seriously; since we are a region that’s known tor importing not exporting. However, today, with vision 2030, there is an official fashion industry being shaped and I am so excited and thrilled to see it bloom. It’s a very interesting time we are in now, and you can see a lot of Saudi and regional creatives producing and thriving during such difficult times. This gives me great hope and pride, to be able to be a part of it.
For the rest of the world’s understanding, fashion in the Gulf region has a strong focus on rather classic/evening wear, is there also a shift towards more alternative, contemporary markets?
This is true, we started out with haute couture brands to prêt-a-couture, and began experimenting with the in-house lines and producing lounge wear and contemporary designs. There is a big shift to alternative markets, Saudi in particular, has a very young population and a highly educated one at that. The pandemic has been shedding light on the downside of fast fashion, and the importance of supporting local businesses and artists. We can see the shift in the latest collections being more simple, genderless, comfortable and leaning towards slow fashion.
What do you aspire to do next with your brand?
Intü; is derived from the word “intuition.” It is also, my styling philosophy and method, based purely on intuition. Intü also translates to “you” in plural in Arabic, and I’m thrilled to say that this will be my next venture. The brand will be contemporary, bold and unisex. We will be joining Milan Fashion week for the second time in February, and we will also be soon launching: Otkutyr space’s online store which will be bilingual, while moving our main HQ to a brand new location. I intend to develop a modelling management blueprint, which is still in its early stages, but I feel strongly about the importance of identity and representation in fashion. Finally and most importantly, Otkutyr will continue to support and advocate for local slow production, while simultaneously reviving traditional Saudi sewing techniques, and creating our own textiles.