Mariam Nihal

Saudi Gazette

If you think keeping up with some of these homegrown celebrities is difficult, try remaining relevant. The fundamental flaw in the repeated and still trending cycle of blogger-turns-designer stories is being inconsistent. No matter what kind, it takes a lot more than just a blogger’s drive to stay important. Alanoud Badr, aka Fozaza, is one of the few who made it beyond the probable and remains true to her art and craft that evolved from blazers to abayas. Apart from her obvious fantastic taste in fashion, she is one of the few Arab bloggers/designers with a typical hyped social media following who designs wearable items that suit her character and body type but is also a saving grace for those seeking the same in vogue.



“I think what stands out the most is that the designs are truly unique and the women that will be wearing them will feel confident, edgy and fierce while still respecting local traditions and cultures. What remains the same is that I have created a trademark for my brand in my designs that has carried itself out in all my other creations,” Fozaza told Saudi Gazette.



Alanoud has carried the brand name after her late aunt Fozaza forward, so much so that she is now synonymous with the name. 



The 15-piece collection comes in a variety of styles inspired by her most recent Lady Fozaza blazer line. The other charming talent is Fozaza’s knack of merging wearability, trends and affordability. With designers being born everyday in the Middle East, especially Saudi Arabia, the newbies have upset market conditions with ridiculous pricing strategies that are far removed from their potential.  Fozaza remains unmoved and so far perhaps the only one who is not deceived but runs business in a manner more gracious rather than grotesque.



“A particular favorite of mine is the metallic Warrior design, it’s so powerful.  The collection retails between AED 1,500 to AED 2,000 as the idea was to create a line that was unique and excellent quality but affordable too.”



For those who think this is her first attempt at abayas, think again.



“This is my second abaya collection in collaboration with Abeer Al-Suweidi, owner of USH boutique where my designs are exclusively sold. I wanted to design a range of abayas that would appeal to all fashion lovers, which are modest dressers but trendy and edgy at the same time. It’s all about attention to detail and creating something new and distinctive, I wanted to set myself apart and to give women a way to express themselves through wearing my designs.”



Fozaza sees competition more like a support network of designers encouraging each other to innovate rather than just competition.



“Because of the dynamism in the Middle Eastern market there are so many talented designers creating wonderfully unique pieces. I do not see it as competition.”



Reflecting on the fashion scene in the Middle East, she said: “I think the fashion industry in the Middle East has huge potential and houses some incredibly talented designers. The fashion scene in Dubai is constantly growing but my target is always to set the trends and give people something new.”



“I like to stay one step ahead, to create the trends rather than following them.”



With a much talked about collaboration with L’Azurde jewelry, she believes the upcoming release will help showcase a different side to her talents and love for storytelling.



For those living in the GCC, contact USH boutique for orders.



Facebook and Instagram @fozaza