MUSCAT : Omani brand Saaf Fashion House has been named ‘Lifestyle Brand of the Year’ at the fifth TAS Oman Business Awards, recognising its journey in building a contemporary lifestyle brand deeply rooted in the Sultanate’s heritage and cultural identity.
Founded in 2010 and entering the Omani market in 2011, Saaf takes its name from the Arabic word referring to the delicate leaf of the palm tree. The brand says its identity reflects elegance and sophistication while drawing inspiration from Oman’s traditions, landscapes and cultural richness.
Over the years, Saaf has developed a diverse lifestyle portfolio spanning fashion, fragrances, oud oils, musk, agarwood, Omani frankincense, gift collections and traditional products. Its fashion offering includes abayas, caftans, scarves and Omani musars, reflecting the brand’s approach of bringing traditional influences into contemporary design.
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At the heart of the brand is a philosophy of combining Omani heritage with modern aesthetics. Saaf says its designers draw inspiration from different regions and landscapes of the Sultanate, translating elements of local culture, art and colour into its creations.
The company also places an emphasis on supporting Omani artisans and traditional crafts. According to Saaf, it works with local craftspeople and promotes products including hand-woven Omani wizaars, traditional musars and kumas, while providing space for artisans at events in Oman and internationally.
Saaf has also expanded its identity beyond fashion into premium gifting and fragrance products, including perfumes and Omani frankincense, further positioning the company as a broader Omani lifestyle brand.
The ‘Lifestyle Brand of the Year’ recognition at the TAS Oman Business Awards celebrates Saaf Fashion House’s ability to build a homegrown brand that combines fashion, fragrance, craftsmanship and culture while presenting a contemporary interpretation of Omani identity.
Saaf Fashion House was among 25 winners recognised at the fifth TAS Oman Business Awards, organised by The Arabian Stories (TAS) at IntercityHotel Muscat.
The fifth edition brought together businesses, entrepreneurs and industry leaders from across the Sultanate and was held under the patronage of HE Khalid bin Hilal Al Maawali, Chairman of the Majlis Al Shura.
