Founded as a brand that would provide Emirati women with a modern alternative to the classic abaya, UAE-based brand SALFA has carved out its own fashion niche.
At the backbone of its collections, you will find the denim overcoat, which can be worn as an abaya, but also interpreted as a modern jacket by those coveting modest styles. The founders created the brand because they felt there was something missing in their wardrobes – abayas that matched their busy lives and energy – but today it has become so much more as the brand appeals to women from all walks of life. The brand focuses on selecting fabrics for their quality and gives attention to impeccable details, fine tailoring, elegant clean cuts and exquisite supple silhouettes. As the latest collection Zest of Life launches, we talked to SALFA’s founders to find out more.
Tell us about the vision and direction for SALFA today.
The vision for SALFA is to provide women with pieces that exude a sense of effortless, everyday luxury. Our direction is to help them feel confident in every SALFA piece they wear.
What can you tell us about your latest collection?
The latest ‘Zest of Life’ collection is an invitation to discover the power of positivity. The collection features a series of outerwear pieces that exude a sense of effortless luxury. From structured silhouettes to flowy styles, each design is crafted with versatility and utility in mind for the dynamic woman.
Your collections seem to focus on essential wardrobe staples – what can you tell us about this?
SALFA’s fundamental ethos is to craft pieces that are a practical addition to every woman’s wardrobe. Pieces that transcend trends and seasons, each style is designed with every woman in mind. We want every person who adorns a SALFA piece to be able to style it according to their persona.
What are the wardrobe staples every woman should own?
A versatile outerwear piece that can be styled up or down is definitely a staple we would recommend. The SALFA signature overshirt is the perfect example of this! Styled with your favourite jeans and a white t-shirt with accessories to match; this will help elevate your look.
Tell us a little about your design process and the choice of fabrics.
In terms of collection design, we always align our goals with our design team to create timeless pieces that are seasonless and could integrate smoothly into every stylish woman’s wardrobe. We then focus our collection concepts to translate into feelings and storylines that articulate and are relatable to our dream woman. We focus on breathable materials that can be layered effortlessly without too much thought or effort.
Who is the woman you design for?
We design for every extraordinary woman who leads by example. She values confidence, and self-expression, and requires a wardrobe that speaks to her bold and inspiring presence.
Your pieces are modest yet very versatile and fashionable. What are your thoughts on the modest fashion market today?
Modest fashion is about so much more than just clothes. It’s an expression of style and individuality. It’s so great to see each individual’s take on modest fashion today and how it has evolved over the years. At SALFA, we design with our culture in mind but with a modern touch.
Can you share a little about the brand here in the region and why it is an important market for you?
Our region is an important market for us as our clients understand the values behind the brand. With each generation, we see how they take on modest fashion changes with a modern angle. We cater to this by ensuring we are rooted in our cultural beliefs while designing with a contemporary outlook.
What else is in the pipeline for this year?
We are very excited to launch our newly revamped website, which will act as a platform for us to connect more with our community. It will showcase a more creative approach with styling tips and features of our favourite clients and the brand’s friends.
Tell us about the brand on a global level and where we can expect more growth over the coming years.
We are very excited to expand our community further into the GCC through brand collaborations and launch events in different cities!
Tell us a little about some of your highlight pieces for this year.
The highlight of SALFA is our denim outerwear, which is part of each collection, but we’re also seeing a growing love for our suits. The biggest highlight has been our long, striped blazers, which were sold out within the first week of their launch!
What’s the biggest challenge you face as a brand today?
As a small brand with a very particular vision and mission, we have noticed that we need to delegate tasks more with the other partners we work with. Something we didn’t anticipate so early on. Although it is a bit of a challenge to release our reigns on certain tasks, it is also very rewarding to see how the brand is consistently growing.
How would you like to see Arab designers supported and represented globally?
We would like to see Arab designers and brands showcased alongside their international counterparts on international platforms. Designed with utmost attention to craftsmanship, each piece is a culmination of passion and hard work that should be highlighted far beyond our regional borders.
What would you still like to achieve at the brand that you haven’t done yet?
We would like to expand our product line and establish our brand to be a full fashion house.
