In the heart of the Emirati fashion scene, two sisters, Aisha and Roudha, have come together to redefine tradition through their innovative Bishts designs. United by a shared passion for entrepreneurship, they launched Almiazen in late 2021, shortly after earning their bachelor’s degrees; Aisha in psychology and Roudha in communication and media sciences.
With a keen understanding of their cultural roots and an eye for modern trends, the sisters have immersed themselves in the world of couture, specializing in luxurious bishts that celebrate both heritage and contemporary flair. Their commitment to craftsmanship and creativity shines through in their collections as they work to elevate traditional garments into impactful fashion statements.
The Al Falasi sister talk about their inspiring journey, creative process, and vision for the future of their brand.
AM: Please provide a short overview of your personal and professional background?
Almiazen: We are two sisters united by our passion for entrepreneurship, which inspired us to launch our business in late 2021, shortly after earning our bachelor’s degrees. Aisha has a degree in psychology, and Roudha specializes in communication and media sciences. While managing our business, we have continued our education; one of us pursing a master’s degree in psychology and the other in international human resource management. Our educational backgrounds significantly influence our business strategy, particularly in understanding our customers’ psychological preferences. Furthermore, our expertise in social media and communication enables us to foster deeper connections with people. We believe that our ongoing education equips us with the confidence and knowledge necessary to thrive as successful entrepreneurs. In addition to our formal studies, we have also completed various business courses to enhance our industry understanding.
AM: When did your interest in design begin, and what motivated you to specialize in Bishts?
Almiazen: Our passion for design ignited three months prior to launching our business. As sisters, we dedicated countless hours to brainstorming ways to establish a company that would make a significant impact in the competitive fashion industry. With numerous acclaimed designers emerging from the Middle East, we recognized the challenge of standing out. Determined not to offer something ordinary, we refined our ideas until we settled on the concept of Bishts. At that time, around three years ago, the Bisht market was still relatively niche. As we grew our presence on social media, we attracted attention with our distinctive designs. Although we weren't the first to create Bishts, we were among the pioneers in redefining them, offering something fresh beyond the conventional options available. We chose to specialize in Bishts because we believed this traditional garment held significant potential for innovation. While Bishts were already existing in the market, we saw an opportunity to enhance creativity. Our vision was to blend the traditional essence of the Bisht with a modern twist, allowing us to think outside the box. Creativity and craftsmanship are central to our brand, and we aimed to introduce something new to this classic piece that would resonate with a diverse audience.
AM: For those unfamiliar, what significance do Bishts hold in Emirati heritage?
Almiazen: Historically, Bishts were donned during important events, representing prestige and elegance within Emirati culture. As time has gone on, the designs have transformed, and we’ve furthered this heritage by integrating traditional elements into modern winter jackets. By reinterpreting the classic bisht pattern, we’ve elevated it through our brand to produce pieces that pay homage to the past while showcasing a unique and contemporary style. We’ve incorporated these cultural elements to ensure that the bisht serves not only as a tribute to heritage but also as a fashion-forward statement.
AM: To what extent do you strive to remain connected to your Emirati roots?
Almiazen:
While we maintain a strong connection to our heritage, we are also
eager to explore new ideas that challenge traditional boundaries. Our
objective is to remain grounded in our culture while integrating fresh,
innovative concepts that keep our designs modern and relevant. It's
about respecting our origins while welcoming new influences and creative
avenues that promote evolution. Ultimately, we aim to find a balance
between honoring our roots and being receptive to new opportunities.
AM: What is your collaborative approach as sisters during the design process?
Almiazen:
Our designs stand out as unique and creative largely because we bring
together two completely different personalities. These differences
enable us to merge distinct perspectives, resulting in designs that
cater to a broader array of tastes. In fashion, it's important to
recognize that individuals have diverse style preferences. By fusing our
individual viewpoints, we produce pieces that encompass various styles,
ensuring our collection appeals to a wide range of customers. This
collaborative dynamic empowers us to create designs that are both
versatile and distinctive.
AM: Can you guide us through your
creative process? What materials do you use, and do you incorporate any
traditional techniques when crafting the Bishts?
Almiazen: Our
creative process always begins with brainstorming and investigating
historical references. We delve into old historical books, particularly
those filled with patterns and designs from the past. Exploring these
archives allows us to uncover traditional elements that we can weave
into our modern designs. This research keeps us connected to our
heritage while infusing our collections with a fresh perspective. After
gathering inspiration, we proceed to sketching, where we start
developing our initial designs. We take great care in selecting fabrics
that resonate with both the traditional aspects of the bisht and
contemporary sensibilities. We frequently use luxurious materials like
wool, cashmere, and velvet, which embody the elegance of the bisht while
ensuring comfort and warmth, particularly in our winter collections.
AM: And how do you balance traditional elements with contemporary trends in your designs?
Almiazen:
At of our design philosophy is the balance between tradition and
contemporary trends. We thoughtfully integrate traditional Emirati
elements, such as classic cuts, patterns, and fabrics, to pay homage to
our cultural heritage. Simultaneously, we stay attentive to global
fashion trends to ensure our pieces remain fresh and relevant. This
approach enables us to craft designs that appeal to both admirers of
tradition and those looking for modern, fashion-forward options. Our aim
is to merge the past with the present, resulting in timeless yet
contemporary pieces.
AM: Tell us more about the Emirati fashion scene and what sets it apart?
Almiazen:
The fashion scene is unique because it seamlessly blends tradition with
luxury, creating a distinctive style. Even in everyday attire, there is
an inherent sense of elegance and high quality. Designers emphasize the
use of premium materials, intricate details, and designs that strike a
balance between modesty and fashionability. What sets it apart is its
commitment to traditional values while simultaneously embracing
contemporary trends. This results in a unique fusion of the old and the
new, where luxury becomes an integral part of daily life, making each
outfit feel special.
AM: And how has the reception of your Bishts been both locally and internationally?
Almiazen:
Up to now, we have mainly sold our Bishts within the UAE, but last
year, we broadened our shipping to include the wider Middle East. This
year, with the launch of our new collection, we are thrilled to
introduce international shipping. Our goal is to expand our reach and
presence globally, and we eagerly anticipate connecting with
international customers.
AM: So what is the perfect way to style a Bisht?
Almiazen:
When it comes to Bishts, you can’t go wrong. They are masterpieces in
their own right; effortlessly eye-catching and commanding attention.
Other garments simply enhance its inherent elegance, as the Bisht stands
strong on its own without needing any additional elements to make a
statement. Whether paired with traditional attire or mixed with high-end
luxury and modern styles, the Bisht remains the focal point of any
outfit. From minimalistic jewelry to luxurious fabrics, the Bisht adapts
seamlessly while preserving its timeless charm. No matter how it is
styled, the Bisht is not just an accessory; it IS the outfit. It exudes a
sophisticated presence that requires little else to shine. Whether worn
for formal events or as a striking statement piece in a contemporary
setting, the Bisht endures as timeless, luxurious, and undeniably
captivating.
AM: Looking back, what is your proudest career moment so far?
Almiazen:
Selling our first piece will always be a cherished milestone for us,
representing a defining moment of pride. Each season, selling out before
mid-season brings the same excitement and reassurance. However, being
featured in an international magazine’s shoot in Paris signifies a new
chapter in our journey. This is a proud achievement as it reflects not
just the growth of our brand, but also its recognition on a global
level, showcasing the artistry and craftsmanship we've dedicated to
every piece.
AM: Finally, how do you envision the evolution of
your brand and designs in the next few years? And what is your what is
your upcoming release
Almiazen: Our primary vision is to
incorporate haute couture into our collections, taking our designs to a
new level of craftsmanship and exclusivity. This year, we are also
expanding internationally with global shipping, ushering in an exciting
new phase for our brand. In the years ahead, we aspire to participate in
major fashion weeks, presenting our distinctive blend of heritage and
modern design to a wider audience. These initiatives reflect our
dedication to growth while remaining true to the core essence of our
brand.
Our eagerly awaited winter collection will be launching at
the beginning of the winter season. This collection is inspired by both
tradition and modern design, showcasing luxurious winter bishts that
reflect the elegance and craftsmanship for which we are known.
Shop Almiazen here.