The fashion world in the Middle East continues to flourish as new brands enter the market. Swedish brand Alilia, established in 2016, is the newest addition. The brain child of Shaukatali Alibhai, the brand recently launched its first collection for summer 2017 through its online store alilia.com, along with a special Ramadan collection.
“My Ramadan collection is an addition to this festive season, adding touches of colours and sequins work that portray fashion in the Middle East over time,” said Alibhai, who is also the creative director. His designs represent a “boho-chic way of life”, he says, and feature a variety of skirts and colourful lacy tops.
Born in Tanzania to Indian parents, Alibhai entered the world of fashion at a very young age. The biggest breakthrough in his career came in 1984, when he was asked to rebrand and relaunch several brands under the Danish Bestselling Group that weren’t doing very well. He moved to Dubai in 2002 to expand his first design firm, Connection. For his latest project, Alibhai works with high-end designers from countries around the world, including Paris, Stockholm, London and Los Angeles.
He recently spoke to Gulf News tabloid! about the inspiration behind his designs and where he plans on taking Alilia in the future.
How did you get started with Alilia?
After being in the fashion trade [for 40 years], Alilia was actually born several years ago. Although only an idea initially, I finally gave the blank canvas shape and form in time for summer 2017.
You’ve had prior experience in starting your own fashion business. How did that help with Alilia?
From being able to source the right materials [and] work with competent garment manufacturing companies to [feeling] confident that my creations would be appreciated by every fashionable woman in every corner of the world, everything has to do with my previous 40 years in the trade.
What sets Alilia apart from other fashions brands in the UAE market?
Alilia stands out in many aspects. Firstly, a new way of design thinking which strays away from the main stream designs that are available in GCC and elsewhere in the greater market. Secondly, our outstanding quality, each style has been made with passion and by skilled tailors with knowledge passed from generation to generation. Last but not least, the price point. Alilia is positioned as an affordable luxury brand without having to sacrifice quality. This is something we don’t see in other UAE competitors.
How has your experience in the fashion field here been different from your experience in other countries?
The Middle East is a very specific market. Women here appreciate fashion differently than other parts of the world. While they love ultra-luxury, they appreciate new thinking more than others. They love mixing and matching. I salute every woman in the GCC. You always look stunning.
Alilia is said to tell the story of your life journey. How have these designs been influenced by your experience?
From intricate laces to beautiful organic thread embroideries and luscious satins, this collection is all about my initial journey leaving from Africa to Europe [in the] late ‘70s. The contrasts were so vast between the two continents and while many people struggled, I saw life flourishing and beauty in every aspect of life. It was a time of curiosity and [it] spawned my initial passion to create fashion.
Have your cultural origins had an influence on your work in the past and with Alilia?
My interest in clothing started at a very early age watching my mother handle fabrics, caring for them with such passion and [stitching] traditional designs with a flair, for African women. I carried this knowledge and a desire to accomplish my dreams which brought me to Sweden.
What are your plans for Alilia in the future?
Alilia will enter the European market in spring 2018 and [is] targeted for the US market [at the] end of the year. Our expansion plans are to gradually introduce the brand without facing any quick growth hurdles and maintaining the brand integrity, [while] expanding the brand throughout GCC.
— Anieka Sequeira is an intern at Gulf News.
