Emirati entrepreneur Sharifa Al Sharif Al Hashemi, has had a busy year. Since launching her brand ONORI in January, she has revealed four collections, a pop-up store and her designs are now stocked on Ounass.
Sharifa Al Sharif Al Hashemi, Founder of ONORI
ONORI is not your average UAE-based brand. Al Hashemi’s designs are modern, with stand-out pieces that go against the modest fashion narrative we have seen so much of in recent years. It was Al Hashemi’s love of being different that inspired her to launch her own fashion brand, after realising her passion for design could in fact become a career choice. Now, as the brand launches it’s 2024 Resort collection, we find out what’s next for the ambitious designer.
Tell us about the universe of ONORI.
ONORI is very luxurious, feminine and romantic. It’s all about promoting strength and confidence, and I feel like it’s very magical. Even the colours and fabrics I choose keep this in mind. Every piece I make resonates with power, and at the same time, it’s very feminine. There is a modern edginess to it as well. All of my pieces take inspiration from vintage fashion of the sixties and seventies but with a contemporary edge to them. I try not to follow trends, as I want my pieces to be timeless and wearable, as well as a way for women to express their unique style. I myself like to be very unique with what I wear and I think the woman who chooses to wear my pieces has that element to her as well.
How did the brand come to life?
I didn’t study fashion design, but I grew up in a family working in the fashion business. I have been to so many fashion shows since I was young. I have travelled a lot, and this has inspired me, too. Then, three years ago, my sister was sadly diagnosed with cancer, and she really inspired me by the way she continued to work and take care of her kids, even though she wasn’t well. My father inspired me with his work ethic, too. Even though he’s getting older he is so dedicated to his work. I saw all this, and I thought about how I’m young, healthy, and still have energy, and I wanted to create something that expressed this. I have always liked to wear clothes that express my personality, and I like to put a twist on every piece I wear. So, I started to design limited pieces, and it was very inspiring. I went to Première Vision in Paris and started doing my own research and finding out what it would take for me to launch a brand. It was a long process because I was new to everything, and I had no training in design. It was difficult but it was a beautiful journey but luckily, I had my family’s support.
What can you tell us about the overall vision looking ahead?
Since the beginning, I have wanted to see it become a global brand. I want ONORI to be in international department stores, and online stores. I want to see women of different ages from different countries wearing my pieces, and I want it to be a global brand.
Can you tell us about your current collection?
Our most current collection is the Resort collection, which is now available on Ounass. This collection is very elegant; the colours are very romantic and soft – red, dusty pink, champagne – all of the pieces are timeless, but they have a boldness to them. Each piece was created to elevate the wardrobe of whoever buys it, and it’s a great collection for the festive season.
Your brand was founded here in the UAE but it has a very international feel – how did you find this balance?
I lived in The United States for nine years, and throughout my childhood, I used to travel a lot so I think I have always been different. That’s why my brand is not very conservative. It’s more fun and playful. My first collection was really out there. Then I tried to be a bit more conservative in the second and third collections to match all the demographics.
The feedback I’ve had so far is that my collections feel like they come from a brand that’s already established, even though it has still only been a year. This is something I made sure of.
Can you share a little on your production and material selection?
I get inspired on a daily basis. Anything I see that I like, I take a photo of it, or I write it down and keep it so I remember. I am always looking for ideas. I then go to fabric shows around the world. I collect fabrics and colours and get inspired from that. Then I print everything that I took photos of, and then I sit and start sketching my designs. We then test the designs in a simple fabric and I wear them myself to see how I feel when wearing them. I get my sisters, my friends, and my colleagues to try on the pieces, and then when everyone agrees that it’s perfect, we stitch them on the actual fabric. Then, we will all try it on and wear it again until it’s perfected.
What’s the biggest challenge?
The biggest challenge is people. When I started the brand, it was only me, and I have another job, so it was very challenging to find the time for fashion design. I needed to find the right people to work with me because it’s not only about having someone who’s quality, I wanted someone to be loyal as well. I wanted my staff to feel at home when they came to my office, as though they are part of a family and I think this encourages them to be honest and loyal to ONORI.
How would you assess the fashion industry in the Middle East today?
Dubai is a melting pot of people from all different cultures, religions, and backgrounds. There is a mix of global influence and local creativity, and the UAE’s market is growing fast, especially in Dubai. I am so happy to see a focus on local brands and to see them gaining recognition globally which is great because we do have the creativity here.
What’s the professional motto you live by?
There’s an Arabic saying that means ‘when you do something, perfect it, or just don’t do it.’ This is how I live my life: I do everything perfectly, or I don’t want to do it at all.
Where do you go to switch off and find inspiration?
The beach.
