Muscat: Amal Al Raisi, a renowned name in the world of fashion and the mastermind behind her eponymous clothing line, is all set to make a major announcement later this year. “We are working on a really big project,” she said, inferring that it is still too early to reveal more details.

Having created waves in the international fashion circuit with her bespoke outfit adorning Oman’s First Lady, Her Highness the Honourable Lady Sayyida Ahad Bint Abdullah Al Busaidi, on a couple of occasions, she is currently working on the magnum opus project that will add more brilliance to Oman’s growing stature in the world of fashion.

In a chat with TAS Weekly on her brand’s evolution, its growing footprints – locally, regionally and globally – and her undying love for the craft, Amal affirmed that her journey is rooted in her commitment to retell stories of Oman through her collections. She has perfected the art of subtly unraveling cultural nuggets through every line she creates and presents to her customers from different segments of the society, including royalty and celebs.

On her long association with members of the royal family and international celebrities, she says, “It’s been a proud moment to see the First Lady Her Highness Sayyida Jalila publicly wearing my designs… I have also dressed Princess Haya bint Husein from Jordan and a couple of other princesses from Jordan, as well as international celebrities like Sarah Murad from MBC, Dalida Khalil, Ileana D’Cruz (Indian actress), Farhana Bodi, Ascia, Fatma Al Nabhani (tennis player), etc.”

Amal’s work has won her rave reviews from fashion connoisseurs across the globe and her success can be quantified from repeat customers, especially elite patrons who continue to wear her work proudly at formal public functions. “I’ve been in the market for the last 17 years, and I’ve been working hard in terms of designs to ensure that the quality is really good – which is what makes them come back to us. And I think this reputation has been the reason that a lot of clients from royal families and other VIPs do come back,” she points out.

The brand Amal Al Raisi is today recognised for its feminine aesthetics and timeless silhouettes that transcend seasons, with embellishments symbolizing contemporary woman.

It succinctly explains the brand’s global recognition, which she classifies as a tribute to Oman.
“When I started this brand, I had a goal in mind, which was to put Oman on the international fashion map. We have a very rich culture in terms of fashion, so whatever I’m doing is to shed light on Oman and to make sure that the world knows that we have a lot to share,” she states, pointing out that things have been evolving, perceptibly, over the last five to six years.

Omani women & fashion

With the rise of social media platforms and the internet, fashion in Oman has seen a parallel growth, adding a new dimension to the choice of clothes, colours and cuts. Affirming the same, Amal stated: “The fashion scene in Oman has dramatically changed in the last five years
It has evolved. Women are so fashion forward, if you compare them now to five, six years back; they know what they want. You can definitely see women finding their own style.”

Brand Evolution

Amal initiated her fashion journey in 2007 under the brand name Dar Al Aseel, which was rebranded in 2015. She launched her first ready-to-wear collection under her eponymous brand, which marked her transition from traditional wear with caftans and abayas, which, as she puts it, “was a mixture of everything.”

During the same year, she recalls that she had reached a stage where she had clients from Dhofar to Muscat to Sharqiyah, and decided it was time to take the next step. “I wanted to move across the borders. The Omani market is good, but it’s limited, and I wanted to move to the next level,” she states.
She rebranded her work and launched the ready-to-wear line, which was completely different from her initial works. The difference, among others, lay in her conceptualization of the collection with a storyline. She has, since, launched every collection with a story and an inspiration from Oman.

“Basically, every season there’s a story from Oman told through the designs I make. It’s been a very long journey… I was so concentrated on traditional outfits earlier that with the ready-to-wear the idea was to move across the borders. I wanted to make sure that I come up with designs that can be suitable for any woman, from any part of the world,” she states, narrating her brand’s evolution over the years, with stories of Oman woven into each collection. “Sometimes it’s also for my local clients, as people are not aware of many of the stories we weave,” she notes, adding that her interest lies in addressing the Omani inspiration behind her collection by linking it to the designs in a subtle way. Oman has and will always be her inspiration, she stresses.

Assets and strengths

Listing ‘resilience’ as the key asset to make or break in the fashion industry, she states: “A designer needs to be resilient to ensure continuity; fashion is an industry where you work ahead of time. You need to be good at business too – for, you could be the most creative person, but if you don’t know how to sell, problems arise. So, being patient, hardworking and showing up every single day is important for a fashion designer.”

However, she is not the one to toe the ‘trend’ line when it comes to her personal idea of fashion. “Of course, trends are important…I do see what’s happening and everything, but I am from the classic school. I believe having a piece that would stay in your wardrobe for a longer time is ideal and sustainable when it comes to fashion. Having pieces that come from, say, classic cuts, it guarantees that you wear and keep them for longer time. I believe in owning pieces that would stay longer, and that’s why most of my designs are – when it comes to cuts and style – very classic. I have pieces from my spring-summer 16, and I still wear them,” she mused.

As far as style quotient is concerned, she opines that it is distinct from fashion. For, she believes that style is related to one’s personality. “You would define your style based on your personality, on your preferences. And this is what differentiates one woman from the other,” she maintains.

On the count of fashion accessories, Amal notes that it is, often, dependent on what one wears. “Like with us women who wear abaya, I think it is the bag and shoes that become statement pieces. That is what stands out. But again, it depends also on what you are wearing. Other than that, I think longer necklaces can make a big difference to the outfit,” she added.

Brand availability

Amal Al Raisi collections include ready-to-wear line and a resort line, which is on a lesser price range than the main readywear collection. The brand also has an abaya line and the bridal line, along with an accessory line, featuring leather goods such as bags and belts.
The ready-to-wear collections are available at Galeries Lafayette, Harvey Nichols Doha, Ounass, Pour Quoi – Copenhagen, Harvey Nichols – Dubai, etc.