Maha Abdul Rasheed has multiple talents. Not only has the designer grown her brand from high-end boutique to a label in its own right, she knows how to recruit loyal customers with threads, shoots, and videos that have a universal appeal.
The UAE-based designer has just completed a trunkshow on Moda Operandi and has now recaptured the attention of FarFetch, one of her core stockists. Bambah has taken over the e-commerce site’s homepage with its Spring 2018 campaign video, shot on location in Jaipur, India, by Chirag Sadhnani. “Our Spring 2018 collection will be stocked in Harvey Nichols Dubai and on Ounass next month too,” Rasheed tells Vogue.me. “We’re hoping to continue expanding our stockists list and would like to explore new territories such as Turkey, Hong Kong, and Russia as we have received great interest from these three markets.”
A trip to The Pink City ignited a new round of creativity in the designer. “I was mesmerized by the rich colorful culture of Jaipur and the abundance of pink and orange roses everywhere.” That does indeed explain the flamboyant colors across the collection, from hot pink to loud citrus brights. “The vibrant markets and the calm of the palaces left a great impression on me.”
The hero piece from the collection sees India’s national flower, the lotus, stand out on printed silk organza and faille. This synergy between the brand and Indian culture is not a one-way street. Bollywood actors Aishwarya Rai and Priyanka Chopra are customers of Bambah. It also hangs in the wardrobes of Amal Clooney, Emma Roberts, and Dita Von Teese. It’s a global label with Dubai being its center of gravity.
The shoot doesn’t just serve up some sartorial direction for next summer, making us want to press fast-forward on the season, it also renews our girl-gang goals for vacations. Throughout the shoot, Bambah models take to convertibles, rooftops, and the drawing rooms of the Suján Palace in off-the-shoulder exaggerated ruffles (Rasheed’s design go-to) and tiered gowns in pop-art colors. The elephants reportedly proved to be difficult co-stars, with the shots alongside them taking more than four hours to capture. “It was so worth it, though,” Rasheed says.
Be it for something for formal events like the Theo pencil dress or one of the jaw-dropping Cinderella dresses, shopping this collection will feel more like a game of fairytale dress-up than consumerism. And there we have yet another Bambah talent to note: the art of making clothes that prompt an unnecessary (but coquettish) twirl. Ready, set, and spin.
Bambah is stocked in Harvey Nichols Dubai, Kuwait, and Riyadh; on Ounass.com and Farfetch.com; and at Chamelle Plaza in Jeddah. The Bambah Boutique is located at The Boulevard, City Walk 2 in Building 13, Dubai, and available online. The Spring 2018 collection is available now.