It can be seen that a large part of the multibillion-dollar Middle East fashion market is dominated by international brands mostly from the countries like USA, UK, France and Italy. The new completion comes from German, Spanish, Swiss, Belgian, Japanese, Hong Kong and Indian brands.

Stepping into the Fashion Arena

A former student from L’École de la Chambre Syndicale de la Couture Parisenne, Sakina first built her technique at Chanel atelier as a seamstress, where she learnt the art of embroidery, the rigor of Haute Couture and the demand of an elite clientele.

Then, she met fashion designer Alexandre Vauthier in 2013 and started a year of collaboration: she learnt draping and the structure of women garments. Afterward, she entered Givenchy atelier as a pattern- maker for the ready-to-wear collections.

Doing it, her way

Sakina Paris who has launched her first ready to wear fall winter 2019-2020 at the ongoing Paris Fashion Week will be retailing her collection from some major stores in the UAE. Her clients can also book this exclusive collection online.   

The label which is headquartered in the fashion capital of the world Paris has draped many clients not only in France but also worldwide. Many celebrities have walked down the red carpet wearing Sakina’s creations some of which include: French actress Adeline D’Hermy, who is the winner of the Prix Romy Schneider, was seen wearing a Sakina Paris custom dress and bag for the award ceremony – June 2018.  French - Argentinian actor Nahuel Pérez Biscayart, who is the winner of the Prix Patrick Dewaere, was wearing a Sakina Paris custom case, for the award ceremony – June 2018. French actress Hafsia Herzi sashayed down the red carpet during the 70the closing ceremony of Cannes Film Festival in May 2017. 

On the crest of a wave

Regarding the Middle East expansion, Sakina Shbib says, “The Fashion Business is evolving at a quick pace. The speed is due to the transformation in consumer shopping behavior. We live in a new era that requires new marketing strategies, communications and digital storytelling that the market is still adapting to. The rise of social media has enabled young designers like me to emerge quickly in the market. I belong to this new generation which his using the digital power to spread my message without the help of the media. I also speak the same codes as this young clientele which is always on the go, iPhone-connected and looking for something new. The young population is shaping the future of the retail market. They are the core of the social media interaction, and on the radar of fashion brands marketing strategies. 

When I started my fashion label two years ago, I thought that my success would only depend on my talent and technical savoir-faire. I opened my French atelier in the 8th arrondissement of Paris, within the sight of L’Elysees, and my clientele was only made of private customers ordering custom-made designs. My Haute Couture pieces were the core of my turnover. Such a process is a true emotional journey for the customer and requires a huge amount of time for the dressmaking. From private appointments, taking measurements, molding a prototype to the measures of the customers, doing three to four fittings create a genuine experience out of it. Such businesses are time-consuming and depend on a mature and already existing clientele. But as my brand gets bigger we need to target a wider audience and develop a ready-to-wear collection that is quick to produce and more affordable. E-commerce platforms are getting more and more successful as a new category of consumers wants to shop at a quicker pace. Internet sales are a major factor for ready-to-wear collections. Such impact will also allow my French brand to enter the GCC market, as new technologies are bridging the gap between the countries.”