Born in Dubai and founded by Dr Moza S, Evada emerges as a thoughtful expression of modern modest luxury. Created for women who move through life with intention, the brand blends timeless silhouettes, tactile fabrics and understated detailing to form an aesthetic that is both contemporary and enduring. Rooted in versatility and quiet strength, Evada reflects a new vision of elegance, one that adapts seamlessly to the rhythm of modern life.
Marking the debut of the Dubai-born label, Capsule 01 introduces a refined wardrobe of elevated essentials, where structured tailoring meets fluid movement and earthy tones ground the collection in balance and sophistication. Designed to transition effortlessly from day to evening, each piece reflects Dr Moza S’s vision of dressing with purpose, grace and confidence. We speak with Dr Moza S. about the inspiration behind the brand, the philosophy of Capsule 01, and her vision for redefining modest luxury.
Evada was born in Dubai, a city known for its contrasts between tradition and modernity. How did this environment shape the brand’s identity and aesthetic?
Evada is grounded in Dubai’s rich tradition while being deeply inspired by its spirit of modernity and innovation. This balance between tradition and progress shapes the brand’s ethos, resulting in an aesthetic that feels timeless yet contemporary. Much like the city itself, Evada embraces contrast, blending strength with softness and structure with fluidity to create pieces that resonate with today’s woman.
Capsule 01 marks the brand’s debut. What was the starting point for this collection, and what emotions or ideas did you want the pieces to convey?
Capsule 01 was shaped by my experience as a founder and leader, balancing multiple roles and responsibilities every day. My life moves between decision-making, work, travel and personal moments that all require a sense of confidence and ease. I wanted the collection to reflect that fluid reality. The pieces were designed to adapt rather than constrain, supporting a woman as she moves through different roles without changing her identity. This thinking guided the colour palette and fabric choices. The tones are calm, controlled and versatile; chosen to transition seamlessly across settings. Fabrics were selected for structure, comfort and movement; ensuring each piece feels polished yet effortless. Together, the collection conveys composure, strength and quiet confidence.
Who is the Evada woman, and how does Capsule 01 reflect her lifestyle?
The Evada woman is empowered, resilient and quietly strong. She leads a purposeful life and needs a wardrobe that moves with her, rather than defines her. Capsule 01 reflects this through an array of silhouettes designed to transition seamlessly from day to night, supporting her lifestyle with ease, confidence and intention.
Modest luxury is central to Evada’s DNA. How do you redefine modest dressing in a way that feels contemporary and enduring rather than trend-driven?
For Evada, modest dressing is not about limitation but about intention. I redefine modest luxury through proportion, movement and thoughtful design rather than trends.
Styles such as The Stone and The Onyx use elongated silhouettes and sculptural tailoring to create presence with ease, while layered pieces like The Nomad and The Veil offer coverage that feels fluid, modern and expressive. Grounded in timeless palettes and refined fabrics, the collection is designed to move effortlessly from boardroom to travel to evening, making modesty a form of quiet confidence rather than a trend-led choice.
The collection balances structure and fluidity through defined silhouettes, flowing coats, and tailored separates. How important is this contrast in expressing strength and grace?
This contrast is essential to how Evada expresses femininity. Structure represents strength, clarity, and presence, evident in tailored separates and defined silhouettes. While fluidity brings softness, ease and movement through flowing coats and draped layers. Together, they reflect the reality of modern women: composed yet adaptable, powerful yet graceful. This balance allows each piece to feel commanding without rigidity, elegant without fragility, mirroring how the Evada woman moves through different spaces and moments with confidence and poise.
Details such as sculpted pleats, layering, and statement belts play a key role in the collection. Why was attention to tactile detail essential for Capsule 01?
Soft detailing in the form of sculpted pleats, layering and statement belts encapsulates a sense of femininity while seamlessly tying each look together. Attention to tactile detail was essential for Capsule 01, as these elements add depth, movement and intention, allowing the pieces to feel refined yet expressive and elevating the collection beyond the purely visual.
Earthy tones form the foundation of the collection. What do these colours represent to you, and how do they contribute to the sense of balance and sophistication you aim to achieve?
Earthy tones form the foundation of the collection because they evoke calm confidence and quiet luxury. To me, these colours represent strength, grounding and a deep sense of permanence. Shades of deep black, soft white, desert beige and warm camel bring balance and longevity to each design, enhancing the sophistication of the silhouettes while reflecting the Evada woman’s refined, effortless sensibility.
As a founder, how do you ensure that Evada pieces remain versatile for women who transition seamlessly from day to evening?
We design every Evada piece with transition in mind. A woman’s day does not pause between roles, so her clothing should move with her, not require a change. Versatility comes from clean silhouettes, refined proportions and fabrics that maintain their structure throughout the day. By keeping the design intentional and the details understated, each piece can shift effortlessly from day to evening through simple styling rather than a complete outfit change.
What challenges and opportunities have you encountered launching a Dubai-born luxury label on today’s global fashion stage?
Launching a Dubai-born luxury label comes with the challenge of breaking outdated perceptions. There is still a tendency to underestimate brands from the region or expect them to fit a narrow aesthetic. Earning global credibility requires clarity, consistency and patience.
At the same time, it is a powerful opportunity. Dubai represents modernity, ambition and a global mindset, and that gives Evada a strong, contemporary foundation. Being born here allows the brand to speak confidently to an international audience while offering a fresh, refined perspective on modern luxury.
Looking ahead, how do you envision Evada’s evolution, and what can we expect from future collections?
Evada will evolve with intention rather than speed. Future capsules will build on the foundation set by Capsule 01: refining silhouettes, expanding fabric explorations and introducing new pieces that add depth to the wardrobe rather than volume. Each capsule will continue to focus on versatility, clarity and quiet confidence, while gradually expanding Evada’s presence in the region and beyond. Over time, the brand will grow into a global expression of modern, Dubai-born luxury, without ever losing its sense of purpose or restraint.
You are a founder with a strong academic and professional background. How has your personal journey and life experience influenced the way you approach design and brand-building at Evada?
My background in technology and innovation, where systems are designed to be efficient, intuitive and centred around real human needs, has deeply shaped the way I approach Evada. I build the brand much like I would a digital product: with clarity, purpose and a strong focus on the end user. Every piece is intentional, refined and functional, demonstrating that thoughtful structure and elegance can coexist. Evada is where a technology-driven mindset meets fashion, expressed through precision, restraint and usability.
As a woman creating for women, what values or lessons from your own life do you hope Evada communicates to those who wear the brand?
As a woman creating for women, I hope Evada communicates the value of self-assurance without excess. From my own life, I have learned that strength often shows up in calm decisions, consistency and knowing when less is enough.
Through Evada, I want women to feel composed, confident and supported rather than styled. The brand reflects the idea that you do not need to be loud or overdone to be seen, presence comes from clarity, intention and quiet confidence.
