Arabian Style Meets Ethiopian Tradition
Introducing Fashion Designer Sara Alay
Tempo: Who is Sara Alay?
Sara: I am originally from Yemen, I was born and raised in Saudi Arabia, and I now live in Ethiopia.
I went on a thrilling journey experimenting with the abundant variety of locally hand woven textiles. I loved exploring different designs and looks for all occasions. My intention was to create something comfortable, light and beautiful for myself. I enjoyed wearing my designs at home, at my friends’, and at events, and soon I started getting orders from people who saw me. So now I’m happy to share my creations with anyone who’s looking for something beautiful, stylish and quite unique.
Tempo: Your business involves hand woven textiles?
Sara: Yes,I established Sara Ethiopia using local handmade material. I make sure that each piece can be worn for different occasions; that one outfit can go from street style to leisurewear to elegant outing. I handpick the colours and patterns of the fabric from different artisans across the city and bring them together in a single piece. A garment is often made of many different colours, patterns and sometimes even fabrics.
Tempo: Share with us your vision.
Sara: I want to break the stereotype of Ethiopia as being a third world country. I want my brand to become international. I want people to stop associating Ethiopia with poverty and instead thinking of it as a place of beauty, elegance and style.
Tempo: How did your passion for fashion become a business?
Sara: Fashion is a great way to express one’s creativity and personality. Sara Ethiopia embodies this fact. I create outfits that can be worn by every personality and for every occasion. The process of creating the outfits is a lot of fun. I first spend a great deal of time wandering in local markets looking for the right fabrics. Then I start creating patterns and designs, which I sew and tailor. After I finish the collection, there’s the photo shoot, which is a whole other process by itself.
Tempo: Tell us about your collections.
Sara: My inspiration comes mostly from the beautiful locally produced, ethnically handmade materials. The themes reflect my past and present. I grew up and lived most of my life in Saudi Arabia, and then I got married and moved to Ethiopia. I always feel there are two parts of me, one that longs for my family and friends back home and the other part that is with my family in Ethiopia. So the theme is bringing both together – like being in two places at once – the aura and feel of Saudi Arabia but with the heart and essence of Ethiopia.
Tempo: Do you have any fashion icons?
Sara: I love the style of the Duchess of Cambridge Kate Middleton. I love her regal yet bang-on-trend style.
Tempo: How are you expanding your visibility in the UAE?
Sara: Social media has been a great way to connect with people, especially with clients in the UAE and other countries. However I am looking forward to strengthen my connections with the UAE by joining bazaars, exhibitions and being represented by boutiques. I think this will develop a more personal and first hand connection with clients. So please be on the look out for my fashion!
Tempo: What is your message to aspiring designers?
Sara: My message would definitely be to keep going and never quit. As cliché as that sounds, it is true regardless of what you want to do. The road towards your goal will get bumpy but the only way to achieve it and be a successful designer is to stay focused and keep going.
Check out Sara’s fashion line here:
https://www.facebook.com/Saraethiopiadress
Instagram account @saraalay
