Allow me to introduce you to the newest brand on the Emirati block, 'Keswah'- A brand that gave traditional kaftans or what we call Jalabiyas a whole new twist by infusing the latest runway trends and hues to them. Here's what the designers had to say:

For those who are not familiar with the term ‘Keswah’ , what does it stand for and why did you choose it as a brand’s name?

Keswah ???? in Arabic means clothing. In the UAE often women would send each other fabric as gifts that could be tailored to clothing. These kind of gifts are called Keswah.

When did you launch your brand?

Just last May!

Wow, that's so recent. So tell us who designs the items?

We have two fashion designers at our Keswah team, and they design the clothing.

So where are you based at the moment?

We are from Al Ain, and we live there, and that is where our brand is based.

Is that where you clothes are made as well?

Yes, and in a matter of fact our clothes are all manufactured locally.

Where can our readers view and purchase your designs and price ranges?

Keswah is currently available on our online shop at www.keswah.com. As for our prices they range from AED 330-550.

Do you only design jalabiyas or kaftans?

We recently introduced accessories and home décor into our website. Our accessories are a range of beautiful and unique imported jewellery for both the hands and feet. We would like to provide our customers with accessories to combine with our clothing. As for the home décor, now our customers can style their office, home, studio or shop with items such bright flowers or peacock fabric memo board.

That's very diverse for a brand that has just launched. I'm curious about how did customers in the UAE and the region react to it?

So far we are getting good reaction from Emirati’s as there is a market need for contemporary and easy to wear clothing. Shockingly, we were happy to have received positive reaction from GCC customers as well.

What makes your designs different from any other brand out there?

We design trendy kaftans/jalabiya that are following the latest catwalk trends using the high quality fabrics, which are both easy to wear and chic

Any plans to participate in future exhibitions, fashion shows?

At this stage, no. We are still new, and would rather take each step at a time.

Do you believe that Abu Dhabi has a fashion scene like that of Dubai?

Yes, we believe Abu Dhabi has its own fashion scene that will dazzle the world in the near future with its talented people. Abu Dhabi has great potential to be top fashion city in the Middle East.

Finally what are your future plans?

One of them would be to expand the home décor products. We wish to have more media awareness, as well as make our products available through different retailers in the Gulf

Good luck girls!