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Step Inside The Fashion Vault

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The Fashion Vault Denim Express collection. Courtesy of The Fashion Vault

Emirati cousins Hunoof Hamad and Shatha Ahmed are the business partners behind The Fashion Vault. Launched in 2013, the contemporary fashion destination is home to a bevy of homegrown brands and tough-to-find local labels, such as By Laha, Rania Fawaz, and SriKaya. “At one point we carried international names. However, we went back to focusing on local designers, because the interest for Khaleeji and UAE-based labels were in high-demand,” Hunoof tells Vogue Arabia. While their edit of emerging ready-to-wear, accessories, and beauty names outline their standalone boutique and recently launched e-commerce site, The Fashion Vaults collection of abaya brands keeps visitors coming back for more. “Even our international orders are mostly for abayas,” Hunoof says.

The Fashion Vault Denim Express collection. Courtesy of The Fashion Vault

In addition to the roster of designers, the duo expanded their range to include an in-house collection of denim jackets aptly named Denim Express. Far from the classic denim designs, these toppers are ornate and embellished with pearls and crystals that combine Hunoof’s feminine aesthetic and Shatha’s bold sartorial sense. The idea stemmed from a line of embroidered blazers the two experimented with before launching their retail business. “Once we were wearing our blazers in London, and so many people stopped us to ask where was it from. That’s when we decided to start a line and see where it goes,” Hunoof says. “It was very popular and the sales helped us fund The Fashion Vault.”

The streetwear brand that has a Saudi Arabian twist

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