Dubai-based brand KAGE has been carving out a name for itself as a label of effortless, stylish separates since it made its debut in 2009. The latest pieces by co-owners Arwa Abdelhadi and Basma Abu Ghazaleh are now available to buy online here. On the ground this month at Fashion Forward's Paris Showroom, during Paris Fashion Week, was Abu Ghazaleh who talked about the trials and triumphs associated with building a style empire.
The decision to showcase your label in Paris with FFWD must have been an easy one to make. What are the direct benefits to your brand?
Well, it certainly helps. I’m showing in Paris and I haven’t before. So, through the opportunity I’m gaining much international exposure - especially during PFW - which is a huge step for the brand.
What difference have initiatives and empowerment programmes from the likes of FFWD, Samsung and d3 made in recent years?
I feel very supported in a variety of mediums, which is fantastic. You always want to grab unique little opportunities. It’s important because everything is so ‘out there’ on social media, people are striving to find something different.
Walk and talk me through the collection you're showing in Paris.
This is the collection for fall/winter 2017 and it’s called The Dreamer. I was inspired by everything bohemian but I made sure to keep the KAGE aesthetic which is contemporary with an edge. I was inspired by a lot of baroque fabrics – many metallic ones - and I incorporated them with stars, stripes and even pinstripes. We’ve moved away from the pink metallics on one side, to golds and neutrals on the other. You always need something neutral in your closet. And they’re all mixed up together, which is usually what I really love to do.
How did you settle upon the silhouettes?
Well the look is really contemporary and all the pieces can be mixed and matched together – from the blazers to oversized shirts. The collection is unstructured, loose and long-fitting which is very whimsical – hence the collection name of The Dreamer.
There are billowing sleeves and slightly exaggerated bell sleeves too. There are also many ruffles and pieces which feel a little more chic and glamorous compared to previous fall collections. There are a few high-neck dresses and t-shirts too – it’s all very wearable. Feminine but cool.
What’s the biggest challenge currently facing your label?
I don’t know if it’s specific to KAGE but I feel the fashion industry is two things. Firstly, it’s very fast paced, so trying to keep up with everything is crazy. I have tailors and assistants that help me with everything which is so important and I live by the idea that you are what your team is. I always try to have people with me that are just as good or even better than I am. However, you still need to constantly be on top of schedules and if not, you’re done.
Secondly, this is a really cut-throat industry and very competitive so you must have that extra something. That’s not easy to achieve, but if you stick to your own brand aesthetic that helps you stand out. Of course there are other challenges and we all know this is also a very expensive business to be in, but perhaps that’s common of all start ups.
Following the launch of The Dreamer collection, what’s your big dream for KAGE this year?
To be everywhere. That’s a good dream, I suppose. To be honest, a dream would be to improve season-upon-season and be stocked at more places. That would be very gratifying. To feel that all your efforts are being acknowledged is, in itself, the dream.
Fashion Forward takes place at d3 from March 23-25. For more information click here.
