We all love an abaya that’s as perfect for a coffee run as it is for a fancy dinner. That’s the charm of a truly versatile piece. Capturing this spirit, Elna Line, launched in 2015 by Emirati fashion designer Amna Mohammad Karmostaji, offers a fresh take on the traditional abaya. This UAE-based brand has quickly become a go-to for those looking for something that combines modesty with modern day flair and glamour. Amna aims to pick only the best fabrics to create abayas that are light, stylish, and easy to dress up or down. With cool hand embroidery and some pretty fancy details, Elna Line makes sure you bag a statement piece for your wardrobe that fits right into any occasion.
Let’s turn the clock back to 2015. What inspired you to create your own abaya brand?
My passion for style and love of fashion inspired me to launch Elnaline. As a modest woman, I struggled to find fashionable brands that reflected my style and met my needs; the fashion-forward looks I desired simply weren’t available. So I decided to create my own designs! I viewed it as a challenge to reinvent the abaya, transforming this wardrobe essential into chic pieces where my personal style could shine. As I began wearing my creations, friends and colleagues started requesting custom designs to revamp their closets. Organically, my small passion project grew into the Elnaline brand.
How is your brand a reflection of your personal journey and the heritage of the UAE?
Our narrative is glamour, if I may put it in one word. Elnaline is renowned for producing airy, light items that genuinely give the user a glamorous feeling. The traditional colours used for abayas have always been black. Keeping true to the modesty of the garment, we changed the silhouette, added colours, layers, hand embroidery to create blended designs where tradition meets modern.
What are some of your favourite tips when it comes to styling Abayas?
When choosing accessories for your abaya, pick ones that go well with its color to create a coordinated look. To balance the proportions, add accessories that provide structure if your abaya is loose-fitting, like a belt. This will help create a more flattering silhouette. Make your outfit pop by wearing statement jewelry, like a bold necklace or a pair of statement earrings. When choosing a handbag or clutch, make sure it goes well with your abaya in terms of style and color. I always consider the occasion and how functional the bag is. For shoes, pick ones that match your abaya in style and color. And remember to consider the occasion when choosing footwear.
How do you see your brand’s designs contributing to the evolving narrative of Emirati women and their expression through fashion?
The ElnaLine woman knows fashion. Regardless of whether she wants to demand attention or be more subdued with a minimalist approach. They have one common factor and that is style. Our clients are up to date with fashion trends, seasonal colours, and prints. We are not afraid to push boundaries. ElnaLine is inspired by fashion forward women and their forever changing wardrobe needs. Each season, we offer new collections that are in sync with global trends in terms of silhouettes, colours, drapes, embroidery, and prints.
As modest fashion gains global traction, how does Elnaline marries current trends with Emirati tradition to keep each piece both modern and rooted?
At Elnaline, we keep up with the latest trends while blending them together with Emirati culture. The best way to do it is to embrace the latest international and local modest trends and incorporate them into our collections while keeping our touch and spirit of the brand. These trends add value to Elnaline story and help us stay top of mind with our audience.
What’s your favourite thing about Ramadan, especially in the Middle East?
Ramadan is a holy month rooted in faith, history, and culture. Ramadan is close to our hearts. There are countless good things about Ramadan that make this month special, from fasting to community spirit, family and friend gatherings, prayers that give so much peace, getting ready for Eid and also dressing up for Ramadan nights out with friends wearing stunning kaftans and abayas by local designers.
What was the inspiration behind your latest Ramadan collection?
True to its roots, the Ramadan collection draws inspiration from traditional textiles, paying homage to the craftsmanship of skilled artisans. Each piece tells a story, with centuries-old techniques embedded in every thread. As you touch the hand-selected fabrics, you can feel the connection to the hands that have passed down these skills through generations. The collection beautifully blends tradition and modernity, infusing classic patterns and embroidery motifs with a contemporary twist. It’s a harmonious fusion of heritage and innovation, where old meets new in a seamless display of style. The color palette, inspired by nature, features serene muted tones like rich black, earthy off-white, and light blue. Together, they create a visual tapestry that exudes both tranquility and sophistication.
“We are currently working on our summer collection and we can’t wait for it to go live. We are also super excited about the launch of our new fashion jewelry line. Each collection combines culture with craftsmanship, providing statement pieces with exquisite and unique finishing. Our jewellery is handmade by experienced artisans, crafted in brass and 18K gold plated. All gemstones used in our collection are personally sourced by our design team. Our exclusive brand aesthetic is achieved through the use of semi-precious gemstones, high quality materials, and skilled craftsmanship. You’ll find pieces perfect for both day and night. Beautifully crafted rings, earrings, and necklaces adorned with colourful gemstones reflect the brand’s essence of creating handcrafted wearable art,” she shared.
“We would like to thank you for giving us this chance to be part of the well-known magazine Soigné Middle East.”
