Alia Al Hashimi, an Emirati blogger and a senior marketing manager, and Searina Abdel Kader, a Jordanian marketing executive teamed up to create a fashion brand called “El Retro” which is influenced by Hollywood’s style icons. They talked to Tempo about their first collection, as well as the challenges they faced and their dreams for the future.
How did you decide to launch your brand?
Fortunately we share the same workplace and our thoughts clicked instantly especially when it came to things from a creative point of view. We believe that looking good is part of every woman’s DNA and that there aren’t many clothing lines with consistent ‘personas’ in our local market. Our pieces celebrate styles from previous eras, from both eastern and western cultures, but they also throw in distinctly contemporary twists!
What’s the story behind your brand’s name “El Retro”?
“El Retro” emerged from the word “retrospective” which is a key guiding principle in our designing approach. The letters “E and L” were added to “Retro” as a strong reflection of “us” – the Arabic core of the brand which we are proud of.
What differentiates your line from other designers in the UAE?
We describe ourselves as style ‘evolvers.’ While the UAE retail market is buzzing with young talent, El Retro aims to establish a consistent style identity that allows those with fashion savvy to connect with empowering eras such as the 80’s, 70’s and 60’s. From bowties, suspenders and polka dots to vests, to exaggerated shoulders, velvets and rainbow colours…all these elements help in defining our uniqueness.
Tell us about your first collection
Brave Heart is the name of our first collection and it’s named after the spirit of the 80s, ie the strong colours, exaggerated shoulders and the provocative personas that demands attention. We used high quality fabrics such as crepe de chine, silk dupion, stretch taffeta, chiffon, velvet etc. Buttons, spikes and studs are also used to add some edge to the designs.
How long did it take you to come up with the concept and design?
We’ve talked about the concept since April this year and then got the ball rolling. The last few months have been crazy in terms of pressure, planning and executing.
Who are your fashion icons, and why?
Grace Jones wasn’t a typical girl and her edgy 80s style was contagious. Twiggy’s 60’s fever inspires our creation approach, Marc Jacobs is an indirect influencer and YSL’s retrospective collection pushed us out of the box.
Who do you target with your fashion line?
Our dream is to target every living woman, but in reality every woman has a specific style. El Retro targets every confident woman who takes fashion seriously. Style is demanding and those who are up to the pressure are our target women.
What is the main challenge you face as small business owners?
In our case, time has been the biggest challenge. Any business requires your full attention especially when it is a startup, and certainly to make sure the takeoff is smooth.
Where can our reader purchase your designs?
Our first collection will be available on http://www.facebook.com/ElRetroshop. Orders can be made via email. Customers can also follow us on twitter – @Elretroshop for release updates. It’s worth mentioning that we’re currently negotiating with key local stores and online shopping portals.
What are your business goals for the year 2013?
We look forward to releasing our second collection, to connecting with regional stores, and to hitting a few runways!
And your business motto?
You never know until you try!
By Manar Al Hinai
