This London Fashion Week, we caught up with Rayan Al Sulaimani, CEO of Atelier Zuhra, ahead of its magical show at the Royal Opera House
Originating in Oman, Atelier Zuhra is one of the hottest fashion houses to come out of the Middle East. Having dressed everyone from Eva Longoria and Katherine Jenkins to international royals, the brand is renowned for its ethereal, embellished dress designs. Ahead of its couture show for London Fashion Week at the Royal Opera house, we interviewed CEO Rayan Al Sulaimani, who has taken over the reins of the high fashion label from her mother and founder, Mousa Al Awfi.
What’s it like taking the reins from your mother and creating a heritage brand
I am very thankful for the opportunity that my mother gave me when she handed me the reins to Atelier Zuhra. She is brilliant at what she does and I still continue to seek her guidance and support in a lot of the work I do. It did take time learning about the business in detail, keeping track of trends and finding my own style – it has been a challenge but extremely rewarding.
What’s been the biggest lesson while building your brand?
I’ve learnt that patience is the key to everything and success is not served to anyone on a gold platter. It is important to work hard, stay disciplined and continue to look for inspiration to enable creativity. However most importantly I have learnt that it is paramount to be humble and stay true to both yourself and your work.
What’s the story behind the “Atelier Zuhra” moniker?
Atelier Zuhra is named after my grandmother Zuhra. She is a strong Omani woman with a great passion for living life to the very fullest and she has always been such a brilliant female role model.
Your designs are so dreamy. Where do you get your inspiration?
Most of my creative influences are drawn from art and culture and I travel a lot so draw inspirations from other countries. I am also constantly inspired by Mother Nature herself.
Who is the Atelier Zuhra “Muse”?
My mother, Mouza Al Aufi, is the founder and inspiration behind all the success that Atelier Zuhra has achieved. Her philosophy has always been to be dream big and work hard to accomplish that dream. It was her commitment towards achieving her dreams that inspired me to grow and stay motivated in attaining the company goals.
Is it difficult combining both the cultural expectations of a Muslim-majority community in the Middle East with the runway trends influenced by the west?
There are a few aspects of fashion that require specific attention to adapt to the general sensitivity of the Muslim community. Being a Muslim and Omani designer myself, this aids my understanding of the nature of the social aspect of our culture and religion. This is advantageous at it allows me to work seamlessly alongside the team to maintain a balance between runway trends and social expectations.
What’s been the biggest challenge about going global? How did you overcome it?
The biggest challenge that Atelier Zuhra has faced was the absence of physical presence in different parts of the world, as our online presence was previously stronger than our physical one. We have thankfully managed to turn this around by dressing international celebrities and participating in various fashion shows in both London and Paris. Another challenge we are still facing is having the correct representation in Europe, the USA and Australasia. However, we are currently working on various avenues to turn this challenge into an opportunity.
You’ve dressed some of the most important public figures in the Middle East. Who have you most enjoyed dressing?
I loved dressing Farhana Bodi for Cannes Film Festival, she looked stunning and is such a charming person. It was also a pleasure working closely with Mahira Abd Al Azziz, who has worn several of my pieces; her positive attitude consistently shines through my outfits. In addition, Dalia Mubarak is a public figure I have worked with recently and it has been a pleasure to get to know her over the past few months.
How important do you think it is to see Middle Eastern fashion represented on the international scene?
I believe that people appreciate and respect fashion designers much more than they previously did. The people of Oman and the Middle East are forward thinking and very in tune with current fashion trends. As the rest of the world is becoming aware of our designers from the Middle East, I would say it really is a great time for fashion right now. It is extremely important to see the Middle Eastern fashion trends and icons represented internationally. Previously we used to be seen as reacting to fashion and following its trends, whereas now, it is designers from the Middle East who help set trends and pave the pathways to a new era for fashion.
The inspiration for Atelier Zuhra’s latest collection comes from Greek mythology, echoing the emblem of the Phoenix with feather embellishments creating a fluttering flight of fancy throughout. With real precious gems, a pastel palette and sparkling crystals, the couture collection is a feast for the eyes. Offering crystal-studded veils and elongated gowns, many of the designs are representative of the modest styles embraced by Muslim women, making this stunning line of dresses culturally representative too.
Explore the collection below
