It’s getting hot for menswear in the UAE. Emirati designer Suhail Matar, who opened his design and tailoring studio called Velorum last year, is launching his first swimwear line for men, effectively making him one of the first from his country to do so.
Matar, who also designs a women’s line and for his made-to-order service for men, has no formal background in fashion, but has become one of the leading lights in the country’s burgeoning homegrown fashion scene, thanks to his quirky and sometimes whimsical creations.
For his swimwear collection, in stores now, Matar teamed up with Emirati actor and television personality Nour Aldin Al Yousuf and photographer Elmer Magallanes for the campaign. The Directory caught up with him to talk menswear, the challenges of starting a label and what’s hot in fashion.
Q: Why did you decide to launch a swimwear collection?
A: I’ve been doing custom-made orders for men for a year, so I decided this year that I have to introduce something I can call my own line, something that reflects my taste. Summer came in the way and it was the right time for it. Everything just fell into place.
Q: What were your inspirations for the collection?
A: I am usually inspired by my travels. For this collection, I chose Cannes and Nice, and the collection reflects the energy and the rich details of those two places.
Q: How many pieces are in the collection?
A: I designed nine shorts and most of them come with tops that compliment the look.
Q: Tell us a little about the campaign shoot.
A: The shoot happened really fast. I was having lunch with my friends at the Dubai Marine beach resort when I looked around and thought it would be the perfect place to represent my collection. So I sat with the photographer, Elmer Magallanes from Dreamcam Photography, and we started putting ideas together and shot it within a week of planning.
Q: Why did you choose Nour Aldin Al Yousuf?
A: Why not? Nour is one of the first supporters of this brand and I used to design a lot of custom-made clothes for him. So when I suggested the idea to him, he agreed immediately without any hesitation. The other reason is that he has the perfect genes that can make him a swimwear model.
Q: How has the experience been taking care of your own label?
A: It’s really great. Looking back on what I knew then and what I know now, there is huge difference because every day there is a chance to learn a new thing when it comes to designing.
Q: What are the challenges of being an Emirati fashion designer?
A: The fashion industry in UAE and the Middle East is booming and growing so fast, and it’s hard to get noticed and be out there. Also, when it comes to funding your own label without having any partners or silent investors, the work tends to be slow. And being slow or behind schedule isn’t an option in this market.
Q: What is your view of the menswear market in the UAE and the Middle East?
A: It is growing so fast. Men in the region are usually up-to-date with the trends out there. The fact is I get more orders from men than women, because there are few men designers in the region who deliver ready- to-wear with a twist in it.
Q: Where next do you want to take Velorum?
A: Stocking my brand at international boutiques and department stores.