DAS SS12

Enormously popular for their fashion forward yet flattering abayas and traditional wear, the Emirati Beljafla sisters took DAS Collection international with a collection of elegant, powerful pieces at London Fashion Week.

The brand was first launched in 2008 by Emirati sisters Reem and Hind Beljafla, and presented twists on the traditional abaya. Throughout the years, the duo began to focus more and more on bringing modernity to classic creations, whether through their abayas or their ready to wear collection.

For their first showing this year at London Fashion Week, the collection was inspired by goddesses from Grecian and Roman empires; their signature drapery is interpreted in cascading gowns and separates in subtle pastels. The models glided down the runway in what must have been some of the most comfortable outfits of London Fashion Week, with their bodies wrapped in combinations of sheer and solid fabrics. Offsetting the delicate fabrics was oversized tailoring and metallic elements evoking the feel of armor.

DAS SS12

DAS has a reputation for paying close attention to detail and their keen eye for cut, feel and embellishment shines through in this collection. Braided belts break up solid looks and pleating adds depth to gowns. Silhouettes were kept interesting with open backs held together with Grecian straps and waterfall layering. Accessories were minimal and make-up natural, letting the eye fall entirely on the construction of every garment.

While the collection has a heavy focus on long, flowing gowns, their separates give an exciting introduction to what this talented duo is capable of with ready to wear. Particularly well designed were their leggings with metallic highlights that manage to combine edginess with a classic silhouette. Being fashion forward while maintaining respect for the feminine form makes the DAS collection unique in the fashion world, and their cultural heritage has allowed them to create a rich collection combining the best from the East and West. Standout looks included an embellished peach pink gown that showcased the shoulders, a chiffon white dress that floated along the runway and a one shoulder creation in a beautiful egg shell blue.

DAS SS12

With a cult following in the Middle East as well as internationally, Amber Le Bon opened and closed the show while the front row glittered with fashionable faces like Amber Atherton and Rosie Fortescue. Twitter was alive with their loyal followers and buyers excited to see what these inspirational sisters would deliver. True to their design aesthetic, the Beljafla sisters delivered a coherent, wearable collection that has captured the attention of Vogue as well as the greater fashion world. Stocked at Harrods in London, you can also find their collection at various boutiques in Dubai as well as through special trunk shows held worldwide.

(For more pictures of the collection, see below)

–    Deepti Chadalavada

DAS SS12

DAS SS12

DAS SS12

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