When dreaming up a design, there’s so much that goes through a designer’s mind—crafting clothing we can wear that also tells a deeper story. In a world where trends often dominate, some designers use fashion to honor heritage and champion women’s empowerment. One such designer is Wafa Balaswad, who crafts fashion that does more than drape elegantly on one’s shoulders—it narrates a story.
With a vision deeply rooted in the spirit of empowerment, Wafa’s brand marries the elegance of modest wear with the rich nuances of local craftsmanship. “Fashion should celebrate individuality and self-expression while embracing modesty,” she says. “Our mission is to create fashion that resonates with women from all walks of life,” drawing inspiration from traditional craftsmanship, local textiles, and cultural motifs. This dedication to marrying tradition with modernity is what sets Wafa’s brand apart, making her a standout in the regional fashion scene. “We want women to feel empowered, confident, and celebrated in every piece they wear,” Wafa emphasizes, encapsulating the heart and soul of her designs.
Her designs serve as a vehicle for self-expression and self-confidence, inspiring women to embrace their unique identities. Designing to celebrate diversity, individuality, and authenticity, Wafa encourages women to embrace their unique beauty, making them feel part of a supportive and inclusive community.
Read the full interview below:
Wafa, your brand stands as a testament to empowering narratives through fashion. Can you share the inspiration behind founding your brand and its mission to combine modesty with local touches?
The inspiration behind founding our brand stems from a deep-rooted belief in the power of fashion to tell empowering narratives, champion women, and redefine what it means to be chic and professional. We recognized a need for fashion that not only celebrates individuality and self-expression but also embraces modesty and incorporates local touches to honor diverse cultural heritages.
Our mission to combine modesty with local touches emerged from a desire to create fashion that resonates with women from all walks of life. We draw inspiration from traditional craftsmanship, indigenous textiles, and cultural motifs, infusing them into our designs to create pieces that are both timeless and meaningful.
By honoring modesty in our designs, we aim to empower women to express themselves confidently in every aspect of their lives, whether it’s in the boardroom or at a social event. We believe that modest fashion is not about concealing, but rather about celebrating one’s identity and heritage in a way that is elegant, stylish, and inclusive.
At the heart of our brand is a commitment to storytelling, using fashion as a medium to amplify women’s voices, share their stories, and spark conversations about empowerment and self-confidence. Whether it’s through the intricate embroidery of a traditional garment or the subtle nod to local artistry in our prints, each piece we create tells a story of heritage, resilience, and cultural pride, empowering women to embrace their unique identities and celebrate their journey with confidence.
Ultimately, our brand is more than just about clothing; it’s about fostering connections, embracing diversity, and championing the beauty of modesty and local craftsmanship. We aspire to be a beacon of empowerment in the fashion industry, inspiring women to redefine success on their own terms and confidently navigate the professional world with grace, poise, and authenticity.
The craftsmanship in your collections speaks volumes about the artisan workers’ skill and dedication. How do you select the artisans who work on your pieces, and what importance do they hold in the creation process?
We partnered with the Irthi Contemporary Crafts Council in the Emirate of Sharjah, collaborating with incredibly talented artisans who have crafted exceptional designs.
The artisans we work with hold immense importance in the creation process, serving as the skilled hands and creative minds behind each piece in our collections. Their craftsmanship not only ensures the exceptional quality of our designs but also imbues our pieces with a sense of artistry, authenticity, and soul. We deeply respect and value the contributions of our artisans, and we are honoured to collaborate with them to create fashion that speaks volumes of their skill, dedication, and cultural heritage.
Your designs have been recognised for leaving a mark on the Emirati fashion scene. What do you believe sets your brand apart in the broader landscape of regional fashion?
We believe our brand stands out in the broader landscape of regional fashion for several reasons. Firstly, our commitment to merging traditional craftsmanship with contemporary designs allows us to create pieces that pay homage to Emirati heritage while also appealing to modern tastes.
Secondly, our emphasis on sustainability and ethical practices sets us apart as a brand that not only cares about fashion but also about the planet and the team involved in the production process. By prioritizing eco-friendly materials and fair labor practices, we aim to make a positive impact on both the fashion industry and the world at large.
Furthermore, our focus on empowering narratives and celebrating cultural diversity resonates with our audience, allowing us to connect with customers on a deeper level beyond just clothing. Through our designs, we aim to tell stories, spark conversations, and inspire individuals to embrace their unique identities and heritage.
Celebrating heritage through fashion is a powerful statement. Can you delve into how you incorporate elements of Emirati culture into your designs without compromising on modernity and style?
We draw inspiration from traditional Emirati motifs, patterns, and techniques such as intricate embroidery, geometric designs, and vibrant colors. By incorporating these elements into our designs, we pay homage to Emirati heritage and infuse our pieces with a sense of authenticity and cultural richness. Rather than being overtly literal, we prefer to incorporate subtle nods to Emirati heritage in our designs, through the use of symbolic motifs, traditional color palettes, or even the incorporation of locally sourced materials.
While we embrace traditional motifs and techniques, we reinterpret them in modern silhouettes and contemporary styles. This juxtaposition of traditional craftsmanship with modern tailoring allows us to create pieces that feel both timeless and relevant to today’s fashion landscape.
We experiment with innovative materials and textures to give our designs a modern edge while still honoring Emirati culture. For example, we might incorporate sustainable fabrics or avant-garde textures that add visual interest and depth to our pieces while staying true to our commitment to sustainability.
We collaborate closely with local artisans and craftsmen to incorporate their expertise and traditional techniques into our designs. By working hand-in-hand with artisans, we ensure that our pieces authentically reflect Emirati craftsmanship while also supporting local talent and preserving cultural heritage.
Overall, our approach to celebrating Emirati heritage through fashion involves a thoughtful balance of tradition and innovation, authenticity and creativity. By staying true to our roots while embracing modernity and style, we create designs that resonate with our audience and make a powerful statement about the beauty and richness of Emirati culture.
Empowerment is a recurring theme in your narratives. How do you hope the women wearing your designs feel, and what message do you wish to convey to them through your clothes?
The women wearing our designs are at the heart of everything we do, and our ultimate goal is for them to feel empowered, confident, and celebrated in every Wafa Balaswad piece they wear. We want our clothing to serve as a vehicle for self-expression and self-confidence; inspiring women to embrace their unique identities.
Through our designs, we want women to feel seen, heard, and valued for who they are, regardless of their background, size, or shape. Our clothing is designed to celebrate diversity, individuality, and authenticity, encouraging women to embrace their unique beauty.
Ultimately, we want the women wearing our designs to feel like they are part of a supportive and inclusive community that celebrates their journey, their achievements, and their potential. We want them to feel empowered to pursue their dreams, break down barriers, and rewrite the narrative of what it means to be a woman in today’s world. And most importantly, we want them to feel beautiful and confident in every aspect of their lives.
Modest fashion has seen a rise in global popularity. How do you navigate the balance between catering to a local audience while also appealing to the international market?
By incorporating elements of local culture, heritage, and modesty standards into our designs, we create pieces that feel genuine and relevant to our local clientele. However, we also recognize the importance of adaptability and versatility in appealing to the international market. We offer a diverse range of styles, silhouettes, and color palettes that cater to the diverse preferences of customers around the world. This allows us to reach a broader audience while still maintaining our brand identity. In certain markets, we offer localization and customization options to better cater to specific cultural preferences and modesty standards. This might include offering extended lengths, adjustable fits, or alternative styling options tailored to the needs of different regions or communities.
We also make sure to stay abreast of global fashion trends and incorporate elements of contemporary style and fashion-forwardness into our designs. This ensures that our pieces feel current and have a global appeal. We prioritize quality and craftsmanship in all aspects of our designs, from the selection of materials to the attention to detail in construction. This commitment to excellence resonates with customers worldwide who appreciate well-made, enduring pieces, regardless of cultural background.
Can you share a particular piece or collection that holds significant meaning to you and the story behind its creation?
The Athena piece holds significant meaning to me.
ATHENA: THE GODDESS OF WISDOM AND WAR.
This piece is not only inspired by the Greek goddess Athena herself but also by the women of today. It characterizes strength with armour-like panelling, combined with delicate embroidery details for a feminine touch. This symbolizes the strength and evolution of women today. This design also takes inspiration from historic architecture, the armour of soldiers, and Glaukopis (Athena’s owl).
Looking towards the future, how do you envision the evolution of your brand, and are there any new directions you are excited to explore in Emirati fashion?
We see the future of our brand as one of growth, innovation, and positive impact, as we continue to push the boundaries of Emirati fashion and inspire women around the world to celebrate the beauty of diversity and inclusivity.
We aim to collaborate with international designers, retailers, and influencers to bring Emirati fashion to a global audience. By partnering with like-minded brands and thought leaders, we aim to amplify our message on a global scale.
We’re also excited to continue exploring the rich tapestry of Emirati culture and heritage through collaborations with local artists, craftsmen, and cultural institutions. By celebrating traditional craftsmanship, indigenous textiles, and cultural motifs, we aim to preserve and promote Emirati heritage while fostering cross-cultural exchange and appreciation.
