As UAE-founded clothing brand Onori continues to evolve, founder Sharifa Al-Hashemi remains committed to a distinctive vision of modern femininity.
Sharifa Al-Hashemi, founder of Onori
The Emirati designer’s vision is rooted in craftsmanship and elegance, rewired to cater for the confident spirit of the contemporary woman. For its Pre-Fall 2026 collection, the Emirati label looks to the poetry and romance of past eras, reinterpreting nostalgia through a distinctly modern lens. Fluid satin, structured denim, signature polka dots, sequins, crisp taffeta and intricate hand embroidery come together in a collection where strength and softness exist in harmony.
As Onori prepares to present its Spring/Summer 2027 collection during Dubai Fashion Week, we speak to Sharifa about the brand’s latest chapter, her creative journey, and the evolving landscape of Emirati fashion.
The Pre-Fall 2026 collection feels romantic yet elegant. Tell us about the inspiration.
I wanted this collection to feel romantic and playful, but also confident. Much of the inspiration came from timeless pieces and vintage silhouettes that never really go out of style, reimagined in a way that feels modern. Polka dots are a big part of the collection. We bring them back every other season because they’re a true classic, and each time we reinterpret them differently. We also have intricate hand-stitched floral embroidery, which adds character and brings the pieces to life.
Another favourite of mine is the harem-style trousers. It’s such an iconic vintage shape, and we wanted to reinvent it for today with a more refined, modern feel. We also brought back some of our signature Onori pieces, like the Grace Dress, in new colours, alongside tassels and sequins that have become part of the brand’s DNA. For me, it’s about taking timeless classics and giving them a fresh perspective so they feel just as relevant today as they did years ago.
ONORI is known for its balance of femininity and strength. How do you approach creating pieces that embody both qualities without compromising either?
I’ve never believed that femininity and strength, rather than being opposites, are inseparable. A woman can be soft, elegant and graceful while also being incredibly confident and strong.
That balance naturally comes through in my designs. I love mixing structured silhouettes with fluid fabrics, or clean tailoring with delicate details like hand embroidery and sequins. Those little contrasts make a piece feel feminine without taking away its presence.
I think there’s a misconception that femininity is a weakness, but I’ve always felt the opposite. There is so much strength in embracing your femininity and feeling comfortable in who you are. When a woman feels beautiful and confident in herself, that’s real strength. That’s the feeling I always hope Onori gives the women who wear it.
Craftsmanship is a strong element of Onori’s identity, particularly the intricate hand embroidery featured in this collection. What does this attention to detail mean to you as a designer?
For me, craftsmanship is everything. It’s what gives a piece its soul. Every embroidery, every hand-stitched feather, every button and every zipper is placed with intention. Those are the details that people may not notice at first, but they’re the reason a garment feels special when you wear it.
I’ve never wanted to create pieces that are worn once and forgotten. I want women to keep Onori in their wardrobes for years and come back to those pieces season after season because they feel timeless. It’s also very important to me to show the level of craftsmanship that can come from the UAE. We have incredibly talented people here, and I want Onori to reflect that. I want people to see that beautiful, impeccably made garments can come from this region, with the same level of care and quality as anywhere else in the world.
The collection brings together contrasting materials. What role does this interplay of textures play in expressing the ONORI woman?
I love playing with different textures because they each bring a different feeling to a piece. Soft satins, structured denim, crisp taffeta and shimmering sequins all have their own personality, and bringing them together creates something that feels beautiful and effortless.
I don’t think the Onori woman fits into one definition. Some days she wants to feel soft and romantic, other days more confident and expressive. She doesn’t have to choose between the two. She can be whatever she wants to be, and I think that’s what confidence really is.
For me, it’s always about creating pieces that feel special without feeling overwhelming. I want every woman to be able to wear them in her own way and make them a part of her own story.
ONORI is entering an exciting new chapter with its upcoming presentation of the Spring/Summer 2027 collection during Dubai Fashion Week. What does this milestone mean for you and for the evolution of the brand?
Presenting at Dubai Fashion Week, here in my own country, is something I’m incredibly proud of. When I started Onori, I always dreamed of sharing the brand on a platform like this, so to see how far we’ve come is a really emotional moment. The UAE has given me so much support throughout this journey and being able to represent a homegrown Emirati brand on this stage means everything to me. It’s an opportunity to show the world the level of creativity, craftsmanship and talent that comes out of this region. For Onori, it also marks the beginning of a new chapter. We’re growing, reaching new audiences and continuing to build the brand beyond the UAE, but it’s important to me that our roots always remain here. I hope this is the first of many opportunities to represent Emirati fashion on an international stage.
As ONORI continues to expand its presence in the region, how do you see the Middle Eastern fashion landscape evolving, and where do you see the brand within it?
I think the Middle Eastern fashion industry has evolved so much over the past few years. We’re seeing more regional designers being recognised internationally, not because they’re changing their style to appeal to the world, but because they’re staying true to who they are. I also think the influence of the Middle East has never been stronger. Modesty has become something women worldwide are embracing, and it’s exciting to see our region helping shape that conversation.
People are also shopping differently. They’re looking for brands that feel unique, thoughtful and personal. There’s a real appreciation for niche brands that focus on quality and every little detail.
That’s where I see Onori. We’ve always wanted to create timeless pieces with beautiful craftsmanship rather than follow trends. As we continue to grow, I hope ONORI becomes a brand that represents the new generation of Middle Eastern luxury, both within the region and internationally.
Emirati Women’s Day is an important moment to celebrate the achievements and influence of Emirati women. What does the occasion personally mean to you, and how has being an Emirati woman shaped your journey as a founder and creative?
Emirati Women’s Day is always a special day for me. It’s a chance to celebrate the incredible women around us and everything they’ve achieved. I’m also very grateful for the opportunities we’ve been given in the UAE. We’ve grown up in a country that genuinely encourages women to lead, create and build something of their own, and I don’t take that for granted.
Being Emirati is a big part of who I am, and it’s naturally reflected in Onori. It’s given me the confidence to stay true to my vision and build a brand that feels authentic to me, rather than trying to be something it’s not. More than anything, I hope ONORI shows what can come out of this region. We have so much creativity, talent, and craftsmanship here, and I’m proud to represent that through my work.
Emirati women are increasingly making their mark across fashion, business and the creative industries. What qualities do you believe define today’s Emirati woman, and what would you like to see for the next generation?
I think today’s Emirati woman is confident, ambitious and proud of who she is. She isn’t afraid to dream big while staying connected to her values and heritage. We’re also very fortunate to have a country that truly supports women and encourages us to pursue our ambitions, whether that’s in business, fashion, the arts or any other field.
For the next generation, I’d love to see even more women starting businesses and pursuing creative careers. Most importantly, I hope we continue to support one another, because when women celebrate each other’s success, we all grow together.
Looking back at your journey with Onori, what has been your biggest lesson as a founder, and has your vision for the brand changed since you first established it?
When I started Onori, I had no formal background in design or fashion; everything was self-taught. That taught me the value of focused investment; many early efforts and resources could have been better allocated with more guidance. If I could give my younger self one piece of advice, it would be to find a mentor or another designer to consult on the key stages of building the brand.
Another big lesson has been to pace myself. If your vision and mission are clear, progress will follow so try not to let stress push you into rushed decisions. Take things steadily and deliberately.
My vision for Onori, however, has not changed. From the beginning, I set out to create timeless, high-quality pieces, and I’ve remained consistent and committed to that goal. If anything, the brand and I have improved and matured over time, but the core identity and vision remain the same.
As you look ahead, what can we expect from Onori in the coming seasons, and what are your ambitions for the brand’s future both regionally and internationally?
A lot is happening behind the scenes right now, and it’s a really exciting time for Onori. We have some new projects and activations coming up that I can’t share just yet, but I’m really looking forward to everyone seeing what’s next.
My biggest goal is to continue growing the brand internationally while staying true to who we are. I want more women around the world to discover Onori and connect with what we create, without ever losing the identity and craftsmanship that make the brand special.
I hope this is only the beginning.
