NAFS Fall 2017. Courtesy of NAFS
Emirati abaya brand NAFS is a thoroughly modern fashion house. Set-up in 2012, it now has 204 000 followers on Instagram and takes orders for its clothes via Whatsapp. The four Emirati sisters behind the label launched NAFS with the aim of redefining the abaya with modern, contemporary twists to evolve the garment beyond its traditional image and look. While the silhouette of the abaya is still identifiable throughout NAFS’ collections, the sartorial features the designers lend to each capsule collection offer customers an edgy alternative to the norm.
NAFS Fall 2017. Courtesy of NAFS
From its Raw collection, featuring chic streams of distressed fabric and open-seam detailing, to its Atypical line that sees ruffles, and button-down pleating across the billowing mass of the abaya, NAFS’s willingness to experiment with form (without disrupting the garment’s function) is clear for all to see. Vogue Arabia speaks to the women behind the acronym – N for Noora, A for Alia, F for Fatma, and S for Sarah – to learn more about NAFS.
How did your partnership start?
“Starting NAFS was just an idea we had one afternoon at home. It started as a fantasy with the word ‘imagine’. We fantasized about having our own business and running it together, all four sisters. Because who better to partner with than the closest people to you without affecting the relationship in the long run. Putting in mind every partnership has a possibility of an end except for sisterhood, it’s a life-time relationship; to us it was each other.”
NAFS Fall 2017. Courtesy of NAFS
What makes a great abaya?
“To us, it’s confidence. It’s not about the design, fabric or even the brand; it’s about a person wearing it with confidence.”
Describe your brand in three words.
“Experimental, atypical, and chic.”
Where do you look for inspiration in UAE?
“We live in the fashion capital of the Middle East, thus, inspiration is all around us. We’re definitely inspired by Dubai’s natural and industrial colors, it’s a mixture of nudes and grays.”
NAFS Fall 2017. Courtesy of NAFS
What advice would you give a woman who’s looking to buy a new abaya for winter?
“I would say, go with something that will make you feel comfortable wearing it.”
Black abaya vs colored abaya: what would you choose and why?
“Definitely black. Black abayas are always elegant, timeless, and easy to wear. With colored abayas, it’s a bit harder to style. But with black ones, everything matches. You do not have to think twice about what you’re going to wear under the abaya or what bag to carry and shoes to wear; it’s just simple.”
NAFS Fall 2017. Courtesy of NAFS
NAFS Fall 2017 is available to order via Whatsapp +97155-5056522 or enquire via NAFS.designs@gmail.com. Shipping across the Middle East.
