Zareena Yousif is known in the UAE for creating beautiful evening gowns and jalabiyas. Having grown up surrounded by fashionable women and with her inherent love of art and culture, Zareena was inspired to take up fashion designing as a career.
"Nobody was making a nice dress for me," Zareena says. "So, it was DIY for me." Her passion led her to travel the world, developing a keen eye for luxurious fabric combinations that complement and enhance feminine beauty. In 2002, Zareena launched her first collection and in 2005, she was chosen to participate in a fashion show. That's when she realised she had arrived. Encouraged by her husband, the budding designer decided she wanted to prove herself. "Getting into the industry was easy for me. There were no local ladies in the field when I started, so I recognised the niche in the market."
Inspiration everywhere
When asked where she finds inspiration for her designs, she replies, "from everywhere". Her designs are unplanned, dependent on her mood. "I just take the fabric and try to create something. My mind works like a computer. Go, go, go!"
She cites Jean Paul Gaultier as her favourite international designer and likens her embroidery to that of the late Alexander McQueen's. "We just click, I see McQueen in my designs," she explains. She considers her embroidery as her signature. "It's what I want people to talk about." All the embroidery is done by hand, with care and detailing.
Zareena's dresses and jalabiyas are inspired by various cultures. "I love to mix things up," she says.
"I want to give identity and culture to my designs," she adds.
Her spring/summer 2011 collection combines florals from the East with Western styles and cuts. "My latest collection blends attractive colour palettes, exquisite textiles and eye-catching cuts," she says. Moreover, she appreciates her clients' desire to be unique. "I only make three or four copies of each dress. If I sell one in Dubai, it'll be the only one in Dubai." She, however, does not design abayas but advises wearing more of cotton and other light materials, rather than silk in the summer.
For her, pastels are for summer, including white, yellow and beige mixed with shocking colours for impact and style. For winter, darker shades are in order, with a spot of colour here and there.
Despite her success, Zareena has never showcased her work at Dubai Fashion Week. "When the right time comes, I will," she says. However, she also admits she's fussy. "I'm a perfectionist, I would want to be in control of the venue, model, music and lighting. But if I get a good offer, I'll do it."
She's working on her autumn/winter collection. So what can her clients expect?
"I always want to surprise my clients," she says. She recognises the change in markets, where there are hundreds of local designers fighting for a place on the big style stage.
As for her aspirations, she doesn't hold back, citing the red carpet as her next conquest. "I would love to see Jennifer Lopez in my designs. Not thin, not fat, she would look great."
Showcase: Fasateen Boutique
Zabeel House, Karama, Dubai. Call: 04-3353135. E-mail: info@zareena.ae / www.zareena.ae
