Mariam Nihal

Saudi Gazette

 

Named after her grand mother, Assali was created by Eva Boulos who is an interesting mix of Haitian, Lebanese, and Belgian origins. The founder and designer spoke about the ultra-chic brand available at West LA boutique in Dubai. She creates edgy pieces that are relevant, easy-to-wear and will definitely catch your eye. Being attractive is in the Assali DNA, a daily requisite. “I travel a lot and it is really about what I see around me, what my family and friends wear. I listen to people and what they want and look for in fashion. I am inspired by the world, different cultures and new adventures,” she told Saudi Gazette.



The ‘Boyfriend Shirt’



“When I first moved to Beirut, my plan was to start my own swimwear line, for which I had already designed and had a real passion for. However, after some research I quickly realized Lebanon was not the right place to launch swimwear and instead began producing a classic ‘Boyfriend Shirt’ for women. The difference with my ‘BF’ was that I used the best possible men’s shirting, with the entire back panel being Dentelle de Calais lace from France. This idea took off and soon after I created the Assali label.”



How it all started



“The brand is literally my baby! I have started this brand from nothing, from just selling shirts on consignment in my region. I live and breathe Assali. I know most people might say that but in my case it really is the truth. I wear “many hats” and I oversee everything from the packaging, to quality control, to labeling, and of course, design.”



New collection ‘Silent Savages’



“It represents the silence in the wild. By wild I don’t necessarily mean in nature, but in everything. Clothes within the range are named after synonyms of words ‘Silence’ and ‘Savages’. The muted color palette resembles the softness of the wild and I worked closely with an amazing company called “Karolina York” who created three custom prints for Assali. I also worked with India for the first time this season and recreated my prints on items with hand embroidery. I love exploring new things and I tried to push the boundaries of creativity further this season. Silhouettes are always classic for Assali, a little menswear inspiration here and there, classic dresses that are easy to wear on a beach somewhere and at the same time on a night out on the town.”



Middle East affair



The Assali girl has a European yet classic street chic to her. I think most of the time in the Middle East; there is a concentration on gowns and very chic items. Assali is more about the girl that always has somewhere to go but really can take the look from day to night, and is effortlessly chic in beautiful colors and cuts. Also some Assali silhouettes are a bit more structured, yet sexy, which I don’t usually see in the Middle East.  The key word here is “minimalist” for the very stylish and elegant women.



Staying relevant



“Really it is about the point of difference in color palette and prints that make Assali stand out from the rest of the fashion pack in the Middle East. We really try to inspire our followers on our social media, to go out and see the world, and wear something beautiful and comfortable while you doing it! What also sets Assali apart is that we always use the best fabrics but sit in a very reasonable price range.”



The urban woman



“She is strong, confident, works hard, but also loves to get away and travel as much as she can.  Her style is always classic, but with an edge.”



Dreams



“My dream is to produce Assali both in Haiti and Lebanon. I love working in Lebanon and am so happy that currently we offer secure jobs in factories here that were about to close their doors. I would love to have my personal Atelier in the near future, where I would have woman hand bead items for me, and produce a small, exquisite capsule every season. To start a family and explore new cultures together is one my biggest dreams. I want to be a woman that can manage her own business and to grow it each season, but at the same time have a strong family base.



This is how I grew up, where the love and support of my mother and Grandmother was so important. I would love to add an accessory line to the brand and work closely with artisans from my home country Haiti on this project. My dream is to have my first flagship store in the USA within the next three to five years!”



Assali ‘Must Haves’



1. The perfect lipstick shade for you.



2. A pair of jeans that suit your figure, and that will take you from day to night with ease.



3. The perfectly cut white T-shirt.



4. I also adore yellow, and try to introduce it as a cool pop of color, whether it be in a bag or shoe, or a dress if I am seeking attention!



Website www.loveassali.com



Buy online http://westlaboutique.com/westla-live/assali