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Madiyah Al Sharqi on E-Commerce and a New Direction

Grounded with sylphlike silhouettes in the form of delicate fabrics and embellished beadwork, Madiyah Al Sharqi is embarking on a new direction for her eponymous brand and dipping her toes into e-commerce.

Currently in the midst of finishing up samplings for Fall 2017 in her Fujairah studio, the Emirati princess (she is the daughter of the ruler of Fujairah, HH Sheikh Hamad bin Mohammed Al Sharqi) talks to Vogue Arabia about her next move.

“It felt like a natural step with the brand’s growing presence in the west. A namesake label should truly represent both who I am as well as my personal fashion choices, so that the new direction is authentic to me.” Indeed, the first Emirati brand to be picked up by Moda Operandi in 2015 is currently stocked at Five Story in New York City, Mercer by Edith in Paris, and G&B Negozio in Flero, Italy. New York City’s Copious Row, Mexico’s The Feathered, and Curve in Los Angeles have recently been added to her growing list of stockists.

Speaking about the change, Al Sharqi shares: “It zeroes in on the sensibilities of modern fashion. Good style can be wearing simple silhouettes with unconventional details coupled with defining accessories and, more importantly, an unapologetic, go-getter attitude. This season, we played up the styling of the runway and the campaign looks to reflect that. Even though we always will incorporate luxurious fabrics such as lace, there’s no reason to limit these to the evening.”

Madiyah Al Sharqi SS17 - Look 14

Madiyah Al Sharqi Spring 2017. Courtesy of Madiyah Al Sharqi

Madiyah Al Sharqi Spring 2017 turned to nature for inspiration; the collection follows the brand’s signature pastel palette of lilac, powder blue, and seafoam. The offering takes shape through abstract details and fluid lines that draw on ocean waves and ripples of desert sands. Al Sharqi introduces accessories in the form of belt bags and suede over-the-knee boots. She also teamed up with Lebanese jewelry designer Donna Hourani on oversized earrings featuring the designer’s initials. Speaking about her own personal style, Al Sharqi notes: “Like the brand’s new direction, I think it is quite anti-luxe. I like oversized pieces mixed with loose tailoring, and I have finally embraced the baseball cap!”

Launching in mid-February, Al Sharqi unveils the brand’s e-commerce platform. The new online store will showcase the latest collection. “Women navigate through fashion differently now and are always on the pulse of the latest things online and want them quite instantly,” she says. “[To have] that direct connection through e-commerce is essential. I also realized through the current wholesale structure of the business that a lot of our pieces never went to production, and these are the pieces that we get daily inquiries about. I want to offer my clients the whole experience.” A milestone for her label that launched in 2012, she sees this move as a gateway for a standalone boutiques in the future.

Click here to watch Madiyah Al Sharqi Spring 2017 runway show during Fashion Forward.

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