The passion of the 4 sisters led them to a family "nafs" in fashion and design

Noura Abdullah: Simplicity and innovation are the symbol of Emirati elegance

• The project aims to provide elegant and inexpensive “abayas” for all girls.

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The saying “necessity is the mother of invention” is not absent from the imagination of Emirati Noura Abdullah and her three sisters, whenever they talk about their creative project “Nafs”, which, after more than nine years of joint cooperation, planning and diligence, resulted in a unique experience and a distinct and innovative style in the field of “abaya” design. » Contemporary, which was increased by the elegance and simplicity of designs, and the keenness of the sisters who cling to the privacy and details of the Emirati women's dress, at a time when the challenges of financial cost, which at one time constituted an important obsession for them, did not stand in the way of achieving their dream of succeeding in presenting a new vision. In the field of fashion and design, gaining wide acceptance and interest.

confident start

In her interview with "Emirates Today", Noura Abdullah stopped at the beginnings of the family project "Nafs" in 2012, which was launched with a specific goal that was embodied in providing elegant "abayas" available to all girls, as she put it, emphasizing by saying: "We used to find it always difficult to Finding what we are looking for in designs that fit our aspirations, whether in terms of quality or cost, which is not often exaggerated, which was noticeable at that time.

My older sister Fatima and I thought, to start designing gowns for our friends and the environment around us, before our sister Sarah joined us, who was primarily interested in choosing the quality of fabrics and designing the galabiyas. Alia to organize all the belongings and financial affairs, in launching our small family project (Nafes), which we are proud of today, and we hope that it will receive the appreciation it deserves.”

elegance icon

The steps of the “Nafs” project were not easy at first, after it coincided with the period of the four sisters’ university studies, and their lack of experience at that time in managing various financial matters and cost and profit accounts. They drew attention to their designs, which began to gain popularity and acceptance, as well as the approval of a large segment of women and girls. Noura says: “We succeeded in providing contemporary abayas available to everyone without exaggerating the price, or reducing the quality of fabrics to reduce costs. Moving on to the abayas, which we consider in our brand to be a symbol of Emirati women’s elegance, and not just a secondary accessory or a jacket cover, but a striking piece of art that combines the spirit of originality and contemporary details.” The Emirati designer asserts:“At Nafs, we are always keen on all the details of our designs and components, starting with the quality of used fabrics that we choose with great care and work to modify, through to the designs and cuts that we create distinctly to suit the taste of contemporary women.”

Innovation and renewal

Regarding the Nafas style of presenting this type of abayas, Noura confirmed that “simplicity is the most prominent title for the innovations and designs of the Nafs Fashion House, in addition to our warm and natural colors, with few exceptions regarding the bright colors that we rely on from time to time.” She pointed out that the success of this method, prompted many expensive designs, to think seriously about the need to search for other options to attract attention.

On the details of the competition in the local fashion market and the position of the brand compared to its counterparts, Noura said: “We do not believe in the principle of competition. Each designer has her own signature and imprint that cannot be imitated. However, it is natural to find in any creative field someone who seeks in one way or another to take advantage of of successful experiences.

On the other hand, Noura believes that Nafs' designs are not directed at all age groups, but rather address the young modern woman who is eager for prominence, elegance and simplicity, pointing out that "the peculiarity of the Emirati women's dress has imposed a kind of privacy that must be taken into account, and searched for artistic methods. New designs to develop experiences with perfection and distinction.

creative passion

Noura was excited to talk about her and her three sisters’ passion in the field of fashion and creative designs, which remained with them, despite their different academic studies and their specialization in fields far from the design field, adding: “Despite our specialization in academic fields far from design, we learned all things.” related to the field of fashion, and there is no doubt that the accumulation of expertise and experience has effectively contributed to refining our talent and striving to provide distinctive designs that are different from what is prevalent in the market.”

new ways

In her interview with "Emirates Today", Noura Abdullah was keen to send a special message to the Emirati girl aspiring to launch in the world of creativity and entrepreneurship, saying: "The key to success always stems from self-confidence, so I always call on women to trust their personal abilities, trust their steps, and not Paying attention to frustrating negative opinions, because starting, continuing, and searching for new creative ways remains the most important thing in any new project step.”

• A unique experience in designing the contemporary abaya after 9 years of diligence.

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