Morning Coffee With… Basma Abu Ghazaleh, Founder of Kage

Lindsay Judge   |   24 - 02 - 2019


Today we are joined for Morning Coffee by Basma Abu Ghazaleh founder of Dubai-based fashion brand Kage.


Abu Ghazaleh started her brand ten years ago with the vision of starting a brand that was contemporary, effortless and playful. She has since go on to have both local and international success and is currently working on expanding the brand even further internationally.

We discuss fashion, the future and inspiration when Basma Abu Ghazaleh joins us for a morning coffee.


Describe your morning routine.
My morning routine is relatively simple. I get my coffee in the morning and I go through all of my emails. Then I have a quick shower, a quick face routine, then off to D3 to the Kage studio. I only have breakfast if I’m hungry.


What is you first fashion memory?
I was under the age of 10 and I created clothes, dresses and headbands out of clean garbage bags and forced my younger cousin to dress up and take pictures with me.


How has Kage evolved and what can we expect in the future?
With time the collections and the designs have become aesthetically more mature, that being said, we have to make sure that we stick to the brand’s DNA, that’s very important for us. Two years ago we launched the Kage website for a more international reach so I think that was a big milestone for us. For AW19 which we are launching now, we are doing a little accessory line but I can’t tell you anymore yet!



What do you think of the fashion scene in the Middle East?
I think the people starting in the fashion industry today are really lucky to be part of it. It’s a really exciting time to be part of the industry in the Middle East today, you’ve got so many different initiatives and hubs and fashion prizes that are going on that helps to give brand exposure. You have Fashion Forward which was an amazing platform and gave so many brands exposure that they wouldn’t normally have, the Dubai Design District, where Kage is, is an amazing creative hub for young designers and young talents to be super inspiring. Then you have initiatives that help bring out all the talent, so I think it’s a really exciting time in the region to be part of fashion.


What advice would you give to those starting out?
I always say that it shouldn’t be a hobby. It’s a business at the end of the day, and because it’s such a competitive industry you need to find a gap in the market and be innovative. Always be passionate and be patient and believe in yourself, and you will get there.


What has been the biggest challenge?

I think international expansion and recognition is probably most difficult part.


What do you consider your biggest career success to date?
The fact that we’re still going and are approaching 10 year anniversary is something that we’re super proud of.


What’s is the motto you live by professionally?

Work life balance.


What do you still want to achieve?
Even more international reach and brand recognition.


Who has influenced you the most?
There isn’t one particular person, but I would say that my father has been quiet influential in the way that I run my business, but mostly I would say successful and inspiring stories that I hear or read about influence me.


If you could give your younger self one piece of advice, what would it be?
Be patient and live the moment.


Describe your personal style in one word.
I would like to say ‘effortless’.


What do you say ‘no’ to?
Sugar when I’m dieting!


What book are you reading at the moment?

I’m sad to say that I don’t read much.


How do you want the world to remember you?
I’ve said this before, I would like people to remember me by saying that she was someone who was so passionate about what she was doing and she dared to dream big.



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