UAE-born designer Wafa Balaswad founded her namesake fashion brand as a way of embracing her Emirati culture and weaving it with modern fashion trends and styles.
Designing pieces for the strong, confident woman, she has found a unique niche and is continuing to grow her brand regionally in the Middle East. With a passion for embracing and elevating femininity, Wafa Balaswad’s creations are a harmonious blend of elegance and empowerment, offering more than just clothes to the wearer.
Looking forward, there are exciting plans for global expansion and developing the brand further in terms of its offering and sustainable practices. Wafa’s bespoke tailoring service, AAMRI, is also a key part of the company’s future, allowing women to create personalised luxury pieces through a private service with the designer. Here we find out more about what’s to come for this growing Emirati brand.
Tell us about your fashion brand and how it came to life.
My fashion brand was born out of a deep passion for design and a desire to create something that resonates with modern women. I wanted to bridge the gap between traditional craftsmanship and contemporary fashion, offering pieces that are elegant, sophisticated, and practical for everyday wear. The brand has evolved over time, but the core vision has always been to empower women by providing them with versatile wardrobe staples that reflect their individuality and strength.
What can you tell us about your latest collections?
Our latest collection, “Geometric Fusion,” celebrates timeless elegance with a modern twist. It draws inspiration from geometric shapes, blending them with neutral tones to create pieces that are effortlessly chic and versatile. This collection, like all our others, reflects meticulous attention to detail and craftsmanship, ensuring that each piece can transition seamlessly from day to night. We’ve also introduced the AMRII service, which allows our clients to personalise and tailor pieces to their unique style.
Tell us more about how you blend traditional and modern styles.
Blending traditional and modern styles is at the heart of what we do. I believe that the richness of our cultural heritage can coexist beautifully with contemporary fashion. By incorporating traditional craftsmanship, such as intricate embroidery or unique fabric choices, and pairing it with modern silhouettes and design elements, we create pieces that are timeless yet relevant to today’s fashion landscape. This fusion allows our clients to embrace their cultural roots while expressing their individuality in a modern context.
Who is the woman you design for?
The woman I design for is confident and sophisticated, and she values both tradition and modernity. She appreciates the finer details in fashion and seeks pieces that not only make a statement but also offer versatility and practicality. She is empowered, knows her worth, and uses fashion as a means to express her inner strength and elegance.
Where did your passion for design come from?
My passion for design has always been an intrinsic part of my identity. Growing up, I was fascinated by how clothing could transform and empower an individual. My appreciation for art and craftsmanship further fueled my desire to create something meaningful through fashion. Over time, this passion evolved into a vision for a brand that would marry my love for traditional craftsmanship with modern design, allowing me to create pieces that resonate with women on a deeper level.
Tell us about your creative process and your choice of materials.
My creative process begins with inspiration, which can come from anywhere – nature, architecture, art, or even a conversation. From there, I start sketching ideas and exploring different fabrics and textures that can bring those ideas to life. The choice of materials is crucial; I always look for high-quality fabrics that look beautiful and feel comfortable and luxurious. Sustainability is also a consideration, and I strive to use ethically sourced materials. Once the design and materials are finalised, we work closely with skilled artisans to bring each piece to life, ensuring that every detail is perfect.
Who or what inspires you?
Inspiration comes from many places, but the strength and resilience of women particularly inspires me. Their stories, challenges, and triumphs are a constant source of motivation for me. I’m also inspired by the rich cultural heritage of the Middle East, which I try to incorporate into my designs in a fresh and contemporary way. Finally, I draw inspiration from the world around me—nature, architecture, and art—all of which significantly shape my creative vision.
What’s the biggest challenge you face as a designer today?
One of the biggest challenges as a designer today is finding the balance between creativity and commercial viability. In a fast-paced industry where trends change rapidly, it’s important to stay true to your creative vision while also ensuring that your designs appeal to a broad audience. Another challenge is sustainability—ensuring that our practices are environmentally responsible while maintaining the high standards of quality and craftsmanship that our clients expect.
What more would you like to see being done to support designers in the Arab region?
I would love to see more platforms and initiatives that support emerging designers in the Arab region. This includes more opportunities for exposure, whether through fashion shows, exhibitions, or media coverage. Mentorship programs would also be incredibly valuable, allowing experienced designers to share their knowledge and guide the next generation. Additionally, greater access to resources, such as sustainable materials and production facilities, would help designers in the region to innovate and grow their brands on a global scale.
What would you like to achieve with the brand looking ahead?
Looking ahead, I want to continue growing the brand while staying true to our core values of craftsmanship, quality, and empowerment. I want to expand our reach globally, bringing our unique blend of traditional and modern fashion to a wider audience. At the same time, I want to continue innovating in terms of design and sustainability, creating collections that are not only beautiful but also meaningful. Ultimately, my goal is for the brand to be recognised as a leader in the ready-to-wear industry, known for its timeless elegance and dedication to empowering women.
How would you describe your brand in one word?
Empowering.
What else is coming up this year?
This winter, we will be launching our new collection, which will be a continuation of our current brand aesthetic, but taking it one step further into even more detailed embroidery, intricate patterns and thicker material, which is suitable for the season.
