Fatma Noor is an Oman-based designer and proprietor of fashion label and boutique, Fatma Noor.
My parents had roots in Pakistan. Though we were in Oman, we would regularly visit our Pakistani summerhouse. Friends began asking me to pick fabrics and get their clothes tailored during my trips to Pakistan. Little did I know that these experiences would one day contribute towards me becoming a fashion designer.
Creative pursuits have filled my life since childhood.
I was passionate about photography and make-up artistry. I would combine the two by giving my friends makeovers and taking their photographs.
Today, I personally photograph models wearing my designs. I love taking shots that create an impact; I'm not a fan of uninspiring pictures. Some day I'd like to seriously pursue photography as art.
My education wasn't focused on creativity.
After finishing school in Muscat, I studied chartered accountancy. I earned good grades, but somehow felt that this wasn't really what I wanted to do. So I quit and enrolled for a business diploma. I particularly enjoyed the creative aspects of business like marketing, and imagined myself being happy in a similar field.
Despite detours into various fields, I knew I'd be involved in something creative.
My first detour was a break in the travel industry.
After graduating, I began work as a security officer for Gulf Air at Seeb International Airport.
My responsibilities included profiling and checking for forged documents. It was very interesting work – certainly not mundane or everyday! Muscat was the leading hub for Gulf Air operations at the time and we took several courses and signed up for different training programmes. I was good at my job and won several awards. I quit my job after I got married.
I suddenly had a lot of free time on my hands…I travelled extensively during that period and often accompanied my mother to Pakistan.
It was those trips that made my husband suggest that I start a small business retailing traditional Omani-style clothes.
His advice was that I should make an investment and get a batch of clothes tailored in Pakistan, sell them in Oman and see how things went from there.
I decided to pursue the idea and went to Pakistan to check feasibility options. Factors like the extensive range of textiles, low cost of labour and access to craftsmen known for intricate embellishment, pushed the initiative in the right direction.
The first collection was a success!
On my return to Oman, I sold designs from home. The entire collection was sold in less than a month and I made
a fair profit. Around that time I also participated in a fashion show held by a local charity, Dar al Atta.
It was very successful and it gave me the confidence to consider expansion. I launched my second collection a month later, and a friend suggested that I showcase my clothes in her shop; she would create a retail space for my products.
Then in June 2007 after the great success of the first two collections I knew it was time to open my own boutique, Fatma Noor.
How would I describe my style?
I'd describe it as being based on traditional Omani design with a bit of an edge to it. Nowadays, Omani women usually only wear traditional clothing to wedding parties, specifically the henna ceremonies.
I decided to experiment with the traditional Omani silhouette, which varies from region to region, by rendering it less bulky and making it more flowing and streamlined.
I wanted to offer a contemporary interpretation of traditional cuts. I'm also very fond of using colour in my designs. I decided to extend the colour palette of the usually black Dhofari costume from the southern region of Oman by creating bright, colourful versions. I've branched out into designing and retailing kaftans too, and these have also sold well.
I try to ensure that my products are not over-priced.
I would prefer customers to approach my designs as they would do in high-street fashion stores: you like it, you buy it.
People sometimes hesitate to spend a lot of money on clothes that they're only likely to wear once or twice. In such situations, I also provide the option of renting outfits.
I love the creative aspect of my business. Of course, I have to deal with the financial aspect too. I design the garments and the majority of my work deals with bridal wear. I source fabrics from old bazaars in Karachi and get the garments tailored in a workshop staffed by 40 people.
At any time there are four people working simultaneously on one garment. I don't like my designs to be unnecessarily complicated; they should be straightforward and flowing. My clients are very enthusiastic about experimenting with the traditional Omani silhouettes.
They're eager to participate and become involved in the process of designing.
I'm inspired by the bright colours of my travel destinations.
When I am due to travel to Pakistan, I realise I am unable to design. But after I land and decide to wander around the streets and markets, I get design ideas. I have to make a point of noting them down so that I don't forget them! My designs have become very popular amongst Omani women – girls as young as 18 have expressed interest in wearing my clothes for special occasions rather than opting for a Western-cut gown or dress.
Although my label is still under a small-scale operation, I definitely hope it will continue to grow.
– As told to Priyanka Sacheti, a freelance writer based in Oman
