With a winning design that adorned the façade of the international fashion brand at The Dubai Mall, Ahed Bin Haidar has been able to demonstrate that Emirati creators are able to transform their innovations into a truly global reality, and that those who possess the real talent are able to create new and elegant, no matter what conditions may be seen by some. Obstacles.
High-heeled evening shoes, carefully thought-out crystal accents, and a design that looked more like the chest area for a sophisticated evening dress. These specifications were perfectly enough for Bin Haider to be able, under the umbrella of the Italian international brand René Covilla, who adopted the design and produced it in its exclusive collection of Dubai. The product was sold out and sold out and ordered to be produced again after strong demand.
"Despite my love of fashion design, which has always been my passion, my studies and my career, I did not imagine that I would be able to enter the field of designing evening shoes at this level," Ahed Bin Haider said in an interview with Emirates Today. On the product, when you start with a design, your love and your personal zeal, whatever the standards are true, the idea of liking others is always surprising and unexpected, ”he said, emphasizing that the passion for creativity in the UAE is not limited by obstacles.
Elegance of beautiful time
Ahed Bin Haider, designer and co-founder of the fashion house Elostrella, which she opened in collaboration with her sisters Alia and Afra in 2016, often tends to classical evening designs that she describes as "bringing us back to the elegance of beautiful time full of femininity and sophistication, away from the exotic and modern designs that highlight the idea. It marginalizes the personality of the wearer, but the one who feels among her folds that she is a sophisticated, pampered and elegant woman, who carries the design with her confidence, and does not carry her weight. ”She pointed out that the idea of the house“ came from this spirit and the need to present this kind of forgotten beauty, which had begun To disappear in exchange for strangeness, It also came after a lot of requests that came to us because of our personal choices and our own designs, as we had our own tailor living in our home ».
Although the idea of participating in a tuxedo design competition was not in the minds of the era, the idea of creating tuxedo shoes and bags in line with the dresses that she designs had already begun to take shape. “I feel that participating and winning this competition has come as a great response to me and the importance of starting the idea. ».
Encouragement
The Emirati designer added that the idea of participation started after encouraging her friend and the participating organization in the public relations company «Tefor Noun», Hala Gargawi, who was able to offer a whole new concept and special in this area, with many cooperation agreements with international luxury companies in various fields, and care Always bring the Emirati creator closer to those institutions in a professional manner.
She explained: «Hala encouraged me to participate in the competition, and provide a design for the evening shoes will include a number of other entries, and access to the liquidation of four designers, and then began to open the door to nominate the preferred design among the masses through the company's website, and it was already, and began the journey of designing shoes that "It was the most difficult phase for me."
“The competition started shortly before I moved, my husband and my three daughters to Canada and settled there, until my husband finished his medical specialty, and I really wanted to accomplish something important before leaving the UAE,” Ahed said. From the final idea I got. ”
Ahed did not want the design to be far from what she believed: the elegant, luxurious and classic look, in addition to the importance of being a striking design encrusted with sparkling crystal stones, as if jewelry beads were crafted «in addition to the importance of design to be comfortable, but I discovered in fact that The brand templates are really comfortable and there is no need to create a new one, and I was able to help my sister, whether through discussion, dialogue and screening ideas, or through the triple design done by Afra, in reaching the ideal idea, and I designed a real model and presented it. Happy to design ». After the introduction of the decree, his profile, and the participation in the contest, the voting phase started, according to the era that completed: “It was a very stressful period for me, especially since I really wanted to succeed and win, seeing my design bearing such a global mark, and being implemented in one of the most important "Italian shoe factories, but I have preferred to work myself in the boutique and design until that time."
“At the time of the announcement of the winning candidate, I was still in my fashion house discussing working with one of my brides' clients who came with her sisters. The screams of the sisters who began to bless me, and my joy and surprise were overwhelming. ''
In record time
The actual product was launched at a ceremony recently held in Abu Dhabi, in the presence of Eduardo Covella, in a distinctive Emirati-Italian atmosphere.
Aldar was able to sell all the limited edition footwear in record time, which was offered for AED 6,200 at the Rene Covilla boutique in Dubai Mall.
In the Italian factory
The reign of Bin Haider traveled to Italy on a visit to the Rene Covilla factory, to work on its design with the founder of the house, Rene Covilla, and his son, CEO and creative director of the house, Eduardo, and although she was not happy with the first model implemented by the house «they were efficient and professional Enough to give me enough of their time to reach the ideal result, which I hoped », she said.
Emirati designer:
"The competition started some time before my husband and three daughters moved to Canada, until my husband finished his medical specialty, and I wanted to accomplish something important before leaving the UAE."