Rita Ora wearing Death by Dolls in New York City on August 8, 2017. Rex
Born to Saudi parents in London, Sara Al-Saud developed an interest in fashion from a young age thanks to her “glamorous and flamboyant” grandmother. Though she went on to obtain a master’s degree in psychology, she put her career on hold to pursue her own clothing line with her sister in 2008. Death By Dolls has found fans in the likes of Rita Ora, Nicki Minaj, Jennifer Lopez, and Kylie Jenner, who have all been pictured wearing the designs.
“Growing up in London – one of the fashion capitals of the world – and being of Saudi origin, where fashion has always been the staple of any social gathering or event, have definitely inspired my aesthetic,” Al-Saud says. “Being in the presence of some of the most inspirational, elegant, and sophisticated women has put me on a constant quest to find beauty in the most unexpected places.”
Courtesy of Death By Dolls
Al-Saud recently launched the Spring 2017 collection, featuring distressed denim jackets, tailored silk gowns, and rhinestone corsets that range between US $590 and $3 450. The pièce de résistance is a pink fur-lined denim jacket held together with a salmon-colored silk ribbon crisscrossing down the back, and jeans to match. Vogue Arabia speaks to Al-Saud about the brand that’s fast becoming a must-have among millennials.
Courtesy of Death By Dolls
Tell us the story behind your brand’s name.
The name Death By Dolls came about in the early stages of the development of the brand with the intention to create clothing that reflected the empowerment of women. I was in London with my sister and we were brainstorming and came up with a few different names but something was still missing. One night the name came to mind and I knew it had to be the right name for the brand.
What makes fashion a tool of empowerment to you?
It’s a form of art where you are able to create so much noise without saying a word. The ability to convey a visual message that evokes an emotional experience in others is definitely a powerful tool.
What has been your biggest challenge so far?
Finding enough hours in the day to execute all the tasks that go on behind the scenes. It’s a very hands-on, fast-paced, and mentally challenging profession – in a good way.
How do you power through a creative block?
Whenever I experience a creative block, I don’t fight it. I try to take long walks to help me unwind. I talk to those close to me, like my sister, and by the time the sun sets, I’m ready to create again.
As a young fashion label you’ve already managed to get your designs on the backs of Kylie Jenner and Jennifer Lopez. Who would you like to see wear your clothing next?
I am looking forward to dressing Rihanna, Beyoncé, and Kim Kardashian next. They are every fashion designer’s dream!
What message do you want to send to other young Arab designers pursuing their dreams?
Creativity is universal and is not contingent on one group or another. Although the definition of beauty is so diverse, it is something everyone can relate to, no matter what ethnic background you might belong to. So it can definitely be used as a powerful tool in bringing people together from different parts of the world.
In 10 years’ time, what do you hope to have on your fashion CV?
In the next decade, I would like to have collaborated with well-known designers from all over the world, including the Middle East. I also want to work with influential celebrities who inspire the fashion industry and are trendsetters, and to pave the way for other Saudi designers to believe in themselves and to keep pushing boundaries.
Vogue Arabia is…
An honor to be part of as a designer, and I hope to inspire and encourage those with similar aspirations to always strive to fulfill their goals no matter how far-fetched it might seem.
The Death by Dolls Spring 2017 collection is available online.
