Omani fashion has long been rooted in tradition; however, local

designers have now started fusing their culture and heritage with

international styles. The customers of top fashion houses in Oman

are increasingly well-traveled and inspired by international

trends. There is now a greater demand for practical, comfortable

outfit ts that match the customer’s personality.

Omani fashion has long been rooted in tradition, but now, local designers

are fusing their culture and heritage with more international

styles. Top Omani designers are now proving to be just as comfortable

with making abayas, jalabiyas, and traditional Omani salwar and

kameez sets as they are with making Western-cut gowns and miniskirts.

Nawal Al Hooti, who is considered by many to be the leading

designer in Oman, said what makes her designs and fashion statements

unique is the fact that they are all about fusion. More and more

of her customers are well-travelled and are inspired by international

trends, so she keeps this in mind when creating her collections.

“It’s all about combining our best ethnic designs with what is trendy internationally. The idea is to listen

carefully to the [customers], pick up on what they consider to be appealing, and combine that perspective

with our ethnic styles and patterns. So yes, there is an international infl uence, but there is a precise concept

behind that fusion,” explained Nawal. Nawal and other designers from the most popular local fashion

houses, such as Dibaj Oman, the label introduced by sisters Afaf and Aida Al Farsi, are fi nding ways to express

their Omani roots while adapting to fashion trends and changes. Some of Nawal’s recent designs, such as her

Western-style jackets and miniskirts that are decorated with Omani patterns and detailing, refl ect this new

approach to fashion. Nawal noted that there is a greater demand for outfi ts that are practical and comfortable

yet “feed your personality.”

“The Omani pride, the colours, and our beautiful culture are combined with what is simple, more presentable,

and adorable and which brings out the best in you,” stated Nawal, adding that her greatest infl uences

stem from her own cultural roots.

Dibaj’s designs tend to fuse the old with the new and the east with the west. They have modern, more

European silhouettes, but the details are defi nitely Omani. The embroidery, stripes, and accessories take

them back to their roots. The designers looked at the clothes their mother, grandmothers, and great-grandmothers

wore and introduced elements of that style but in a modern way, explained Afaf.

“It’s always ethnic-based and Omani-infl uenced,” asserted Afaf.

Over the past few years, Afaf and Aida have been inspired by Omani landscapes, the Royal Opera House

Muscat, and by visits to Muttrah Souk, where they fi nd jewellery and cloth for their work. They are also

inspired through travelling and by works of art. They follow global fashion trends too and pay attention to

the creations of their favourite designers, such as Lanvin, Yves Saint Laurent, Valentino, Balenciaga, and

Chanel. They make clothes that they would want to wear.

“We are doing what we enjoy, creating something we can wear,” said Aida.

From their observations, fashion in Oman is becoming simpler. There are fewer sequins and sparkles,

and modern designs are becoming easier to wear.

GLORIOUS OMAN FASHION

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“Fashion is getting simpler; a wider selection is available. But Omanis have always been less fl ashy than

other people in the GCC. We’re more understated,” observed Afaf. Indo-Omani designer Mrunal Khimji, who

opened a boutique in 2007 to sell her own designs, fuses Omani, Indian, and international designs. Although

she is not Omani by birth, Mrunal has made her mark on the local fashion industry. She is comfortable with

making clothes in any style for people from any cultural background and who have any shape and size.

“Oman hosts so many nationalities. We are inspired by all cultures. All my garments are a signifi cant

attempt at fusion,” explained Mrunal. According to Mrunal, a continually increasing number of people in

Oman are becoming aware of international fashion trends, be they from Hollywood, Europe, or Bollywood.

They are also becoming more willing to experiment with fashion and to spend a bit more money on it. Omani

women are taking more chances with their abayas too; they want them to be more colourful and more

fashionable.

“It’s evolving very slowly. People are willing to take more risks. They are reading more international fashion

magazines. Bollywood has infl uenced fashion in Oman so much,” she remarked, adding that customers

had requested designs similar to those worn by their favourite stars.

The fashion scene is also expanding in Oman, thanks in large part to the annual Muscat Fashion Week

(MWF), launched in 2011, where designers from across the Middle East are invited to share their collections.

Malik Al Hinai, MFW’s organiser, said it was a great platform to showcase the best Omani and regional

designers not just for a local audience but also for international journalists and buyers. Plans for MFW

include going bigger and better, soliciting interest from more foreign buyers and the international press,

and showcasing more collections from renowned designers. As MFW grows, Omanis will learn more from

international fashion experts such as top journalist Hilary Alexander, stated Malik.

“We always like to speak to people in the know. We learn from them. We’re getting experts to lead us,”

he noted. He acknowledged that current trends are still rooted in tradition, with many designers focusing

on abayas, Omani salwar and kameez sets, and Omani embroidery, but he has also noticed that more of the

country’s leading designers, including Nawal Al Hooti, are adding international elements to their styles.

“Nawal surprised us this year with her miniskirts, which was good. But most [designers] stick with what

makes them comfortable. It’s our job now to coax them out of their shell and tell them they can do other

things too,” explained Malik. Malik pointed out that top Omani design houses such as Nawal Al Hooti and

Dibaj are doing great things for up-and-coming designers. He has included Nawal and Dibaj in all three

fashion weeks because he believes they represent the best that Oman has to off er.

“They are opening doors for us. Dibaj has interested buyers in the West, and Nawal has a lot of interest

locally and in the region. They’re putting Oman on the map,” reported Malik. Currently, Dibaj is only sold in

Oman, but there has been increasing interest in the brand from buyers in New York, London, and Paris. The

designers hope that in time, their collections will be available internationally.

“The burgeoning fashion scene in this part of the world is attracting an international audience, and we

have seen evidence of this while participating overseas and in the response we get at MFW annually. The

response has been very encouraging, which signals the responsibility we will bear in the future,” said Nawal

Al Hooti. As Oman gradually opens up to the world, thanks to Omanis travelling more and the hosting of

events such as MFW, it will slowly develop into a place that is recognised for high fashion, where tradition

and modernity can be combined with beautiful results.

“I think Muscat will grow. Give us time. We may not have the Tom Ford and Gucci shops, but we have

people coming here and getting inspired,” concluded Malik.