Zari O’ Breesam, a leading UAE fashion house that provides stylish modern outfits inspired by Emirati traditions, has launched its new 2013 collection Masa Elward at a glittering event held at Zabeel Park in Dubai.

The general theme of the new collection was inspired by traditional soft colours with roses dominating the designs, a statement from Zari said.

Nazek Al Sabbagh, a UAE business woman and founder of the brand, said: “Masa Elward will be the collection’s theme in 2013 under two divisions; one mainly made of silk and decorated with traditional coloured roses, and the other made of cotton and ‘zari’, which is a local traditional cloth type.”

“The collection features a limited number of 49 pieces. Orders have started pouring in both through our Dubai store and our virtual store on the internet.”

“The local fashion sector is exporting creative ideas to the world and it seeks to cater to the specific needs of the UAE community and beyond. We expect many local brands to compete aggressively on the global front in the near future,” she said.

Al Sabbagh said UAE fashion brands can be customised for customers' requirements and preferences, unlike the international scene where the one-model-fits-all strategy is applied. “This gives the UAE fashion brands a competitive edge.”

“All our products are hand-made and sometimes customised for our VIP GCC female customers. We have successfully studied their preferences and usually build our new creative designs based on their unique requirements,” she concluded. – TradeArabia News Service