Last month, on April 24th, 2013, German fashion label SCHUMACHER opened its second store in Kuwait at Prestige, The Avenues. At the opening were a number of VIP guests and media who were all there to meet the designer herself Dorothee Schumacher.
The German based fashion label opened its first store in Kuwait at Salhiya Complex, and after garnering a lot of success and wide appeal with women in the local market, decided to launch a second location at The Avenues. “Women here are so beautiful and elegant and I’m so glad to be here opening my second store,” said the designer.
Dorothee Schumacher has been in the fashion business for more than 20 years, creating luxurious yet accessible fashion for women. As a woman, and a mother of four, she designs clothes that appeal to feminine modern women, and that also meet her ever-expanding schedule. She uses excellent tailoring to create flattering proportions, and employs quality materials that are meant to last.
The designer and her team create four beautiful collections every year. The brand is stocked in more than 45 countries across the globe, including China, Canada, South Africa.
We met up with Dorothee Schumacher during the opening of her newest store in Kuwait and chatted with her about her fashion sense and what she thinks about women in the Gulf.
What do you think of the fashion scene in Kuwait?
I see wonderful women, very sophisticated women. They have a sense of quality, elegance, and self confidence, and that is the type of woman I’m looking for to cater to and to dress. I would love to have all the women in the world to have this sense of confidence and elegance.
What is your vision for your brand?
Not looking only after fashion in my brand, I look mainly at women’s lifestyles. Since the beginning, I consider the brand as a lifestyle not only a collection. Something to make women feel good about themselves because when women feel good, their children feel good, and the family feels good, so it’s a cycle.
When you first started fashion design did you have in mind that it would reach this successful stage?
It's more about passion. I was convinced that women should show their feminine side; they are powerful. I work with 46 different countries in the world and I get great feedback from women who I don’t know; they all have something in common.
How does your line cater to women in the Gulf, knowing that many of them dress conservatively?
This is where the success of Dorothee Schumacher comes in, especially in Kuwait. This is the second shop I'm opening here and we are getting great feedback. No matter how women are around the world or in the Gulf, I see the joy in their eyes when they are presented in an elegant way – whether it's wearing short sleeves or whether they're covered.
I follow the modern woman, in different spots of her day and her life, to make something that suits her lifestyle rather than concentrate on creating just a fashion line.
SCHUMACHER is located at Salhiya Complex and The Avenues in Kuwait. For more locations across the Gulf visit www.dorothee-schumacher.com
– Nehal Hussein
Images by Nehal Hussein