Dubai: Fashion designer Zareena Yousuf is always on the go, success is her constant companion, she never believes in luck.
On the contrary, she is confident that we create our own luck through hard work and sincere intention, no matter what disappointment we come cross on the theatre of life.
Her restless ambition has led to a collection that is rich in seldom-seen colours covered with an extraordinary amount of embroidery. Each gown is tailored with a cultural statement to satisfy the taste of the Emirati lady.
"Certain criterion of the gown, vintage embroidery for example, holds a history of tradition and culture and is considered the best expression of the Emirati style, which I always make sure to decorate my dresses with.
"After all it adds a dose of elegance and makes you look matchlessly chic," she said.
Real life
Zareena is a housewife and a mother of two in addition to her fashion design. She was also a make up artist and event designer but has to give that up because she was too busy.
She entered the fashion industry in the late Eighties, "As you know, Emirati woman have a demanding taste that goes with each occasion she's invited to. I've always loved fashion and dreamt of creating my own signature style. I also recollect an experience that made me insist on being a designer that my taste wasn't understood by the available designers at that time, so I had to launch my own brand and introduce myself to my community.
"I then started my multi brand store that understands the local style and the requirements of the Emirati woman in general."
She began her fashion career in collaboration with a number of talented Indian designers,
"I pretty much like Indian designers for their attention to the little details on the fabric and the accurate finishes touches that they add to the gown. So we began a collaborative collection that produced a prolific success for the both parties." She observed
Zareena established her fashion centre, Fasateen, which means dresses, in Dubai in 1994.
Asked about the colours that she prefers use in her collection, she said; "I love all colours because each one creates a personality but I categorise them into two types, winter and summer groups of colours.
Light shades
"Living in the Middle East means we adopt and promote light colours because our hot season starts very early therefore we tend to [choose] the light and bright colours such as all the degrees of white, orange and yellow.
"While in Europe the weather remains mild that gives them the variety of choices.
"But that doesn't mean we remain restricted, on the contrary, we have to go with the global style but within the line that suits our season, figure and skin," she said.
"As for my personal taste, I'm drawn to the dark colours such as black, gold, silver and blue. My collection however has all colours to satisfy all tastes." She said
"I'm obsessed with the idea of producing uncommon colours because I find it joyful to launch and surprise my clients with.
"My collection ‘digital prints' consumed a lot of time, effort and money but the feedback was extremely rewarding."
Asked about the fashion tips for the season, she said "I recommend earthy colours for this season, accompanied by simple accessories."
