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ASMARAÏA Supports Cruelty-Free and Sustainable Fashion by including environmentally-friendly materials such as organic cotton, recycled polyester and faux fur in her latest collection 

Homegrown Dubai-based designer and fashion label ASMARAÏA launches her 15-piece modern comfort and sustainable metropolis chic-style, feline-inspired pre-fall 2019 collection at a glittering show entitled Nocturnal Animals.

The fast-rising Dubai brand works with more environmentally-friendly materials such as organic cotton, recycled polyester, and faux fur as well as supporting fair trade in its supply chain to show her support on the fashion industry’s campaign to be cruelty-free and promote sustainable fashion.
The designer used a variety of colorful leopard printed suits, shimmering turtleneck blouses, checkered fabrics, faux fur, and animal skin printed robes and athleisure-inspired pajamas.

Commenting on her latest collection, Founder and Creative Director of ASMARAÏA, Miss ASMARAÏA said: “The aim is to introduce a fashion trend that does not need to harm animals or any other things that destroy the environment. I have used animal prints as a symbol of my love for the animals particularly to our feline friends. I believe that felines have independent character, they are open to new experiences, conscientiousness, extraversion, agreeableness, and neuroticism which symbolizes my idea of bringing a new collection for women in the modern Arab world who embraces all these qualities.”

ASMARAÏA launched her Middle East debut collection last May 2018 in Dubai during the Arab Fashion Week held at Queen Elizabeth 2 entitled #mydubai. The brand created a phenomenal success among customers from the region with its combination of reverence and respect for tradition with modern luxurious fabrics.
“The brand is positioned to bring traditional Middle Eastern values, culture and tradition applicable to the modern world that we are currently living in. I have adjusted the use of fabrics, designs, cuts, and durability on how a modern Arabian woman is living their lives. I want my pieces to be part of their lifestyle, something wearable, not just a one-off, show-off dresses.” added Miss ASMARAÏA.

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