By Yousra Bachine
Vogue Arabia drops the exclusive secret and spills that Prada has announced a set collection of garments inspired by the abaya – which is a traditional, modest Arabian dress. This new exclusive collection is already making headlines everywhere, and getting so many reactions. This is not the first time that Prada has shown inclusivity in its collections, especially when it comes to the Middle East and the clothing tradition of the region.
In 2009, Prada designed a collection inspired by kaftans for its boutique located in Villa Moda in Kuwait. It was considered a great honour for Middle Eastern fashion at that time. Now, Qatar is the place where this new collection will be unveiled.
According to Vogue Arabia, “a dedicated Prada installation for the Qatar Museums’ project, will stand inside the fashion house’s new store in the Doha Place Vendôme mall”.
This collection is also a sign of support to Qatar’s fashion industry, as twenty percent of the profit will be donated to the Qatar Museums project. Prada aims to support the flourishing fashion industry in the countries of the Middle East, and the Qatar Museum’s project is the perfect place for established fashion houses who want to support new talents and enter a new market.
This is also the result of HE Sheikha Al Mayassa Al Thani (Chairperson of Qatar Museums), who states,
“It is no surprise that today, all major cultural institutions consider fashion exhibitions as part of their core public programs. Qatar Museums is no different. By showcasing fashion as an integral element connecting culture, not only do we take ownership of our identity, but we also enable an ecosystem for innovation and creation”.
Prada also wants to take part in this project and be involved in this “ecosystem for innovation and creation”. This new collection is inspired by abayas, a traditional piece of clothes considered to be elegant and modest and an essential item of clothing for those in the Arab world. Prada is known for adding a modern touch to their designs, and this is what makes it unique. Prada knows how to combine elegance, glamour whilst maintaining the original key concepts.
This new collection is no exception. Prada has imagined and designed abayas in three different styles with various materials and colours. According to Vogue Arabia, “The voluminous garment is made of Re-Nylon Piuma, taffeta, or technical pongee. The hues range from black, to blue, laurel green, and sand.”
These new designs are enhanced by silk scarves accessorised by an all-over triangular pattern and a triangle brooch, which embodies the Prada signature look.
However, not everyone is welcoming this new collection as a sign of support, as many people consider this collection as a way to enter the emerging market potential in the Middle East. In fact, some people think that this is only a way to make people in the Middle East buy these designs, and to reach a new market; as the Arabian market is considered to be an emerging and constantly growing one.
Some people consider this to be only business and actually only a way to benefit from the modest clothing trend by making profit from “reinvented culture”.
Opinions and concerns were expressed on social media about the double standard of modest style that is praised in the world of fashion, but also considered as a way of ‘oppressing women’.
