Buthaina Al Zadjali, founder and Creative Director of BTHAINA, on championing Omani heritage on a global scale and having a resilient and refined approach to overcoming challenges.
What are the core values and hallmark styles that define the brand’s aesthetic?
BTHAINA is built on luxury, elegance, and a deep respect for Omani and Arab heritage. I strive to showcase traditional elements in a modern way, ensuring that each piece tells a story of cultural richness and sophistication. My designs are defined by intricate details, high craftsmanship, and luxurious fabrics that create a distinctive aesthetic.
Tell us more about the inspiration behind your pieces and the woman you design for.
My designs are inspired by the beauty of nature and the richness of Omani heritage. I design for a woman who values elegance and individuality, someone who appreciates the artistry behind fashion and seeks pieces that reflect her strength and confidence.
How important is it to use traditional techniques, and how do you combine them with contemporary design?
Traditional craftsmanship is at the heart of my brand. I believe that preserving heritage techniques, such as intricate hand embroidery and motifs inspired by Omani architecture, is essential. By blending these elements with contemporary cuts and luxurious materials, I create pieces that are both timeless and relevant to the modern woman.
How does it feel to be part of Moda Operandi’s The Caftan Collection showcase, and was this always the plan?
Being part of Moda Operandi’s The Caftan Collection is a proud milestone for me. It’s an incredible platform that allows my designs to reach a global audience while staying true to my brand’s essence. It has always been my vision to bring Omani-inspired fashion to the world, and this opportunity reaffirms that I am on the right path.
To you, what are the hero pieces of this edit?
Every piece in this collection is special, but I consider the ones that feature intricate Omani embroidery and innovative silhouettes to be the standout pieces. These designs truly embody the fusion of heritage and modernity, which is at the core of BTHAINA.
How do you balance localisation with global relevance as a brand?
My approach is to stay authentic while ensuring my designs resonate with women worldwide. I incorporate cultural elements in a way that feels luxurious and sophisticated, making them appealing beyond the regional market. By focusing on exceptional craftsmanship and timeless elegance, I create designs that transcend borders.
“I draw strength from my heritage, the support of my family, and the confidence of the women who wear my designs”
What are your favourite Ramadan rituals?
Ramadan is a time of family and reflection for me. I cherish the warmth of gathering with loved ones for iftar and the sense of peace that comes with this special month. It’s also a time when I find inspiration for new designs, drawing from the traditions and beauty of the season.
How do you style the pieces in your collection from dusk to dawn?
Versatility is key in my designs. Many pieces can be worn effortlessly during the day with minimal accessories and then elevated for the evening with statement belts or elegant jewellery. The goal is to create outfits that offer both comfort and sophistication.
“Resilience, for me, comes from passion and belief in my vision”
This is The Resilience Issue – during challenging times, how do you tap into resilience?
Resilience, for me, comes from passion and belief in my vision. As an Omani designer striving for global recognition, I have faced challenges, but I see each obstacle as a les- son and an opportunity to grow. I draw strength from my heritage, the support of my family, and the confidence of the women who wear my designs.
– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
March’s – The Resilience Issue – Download Now
Images: Supplied
