DAS was established by sisters Reem and Hind Beljafla in 2008, who sought out to innovate the concept of the abaya as the modern woman envisioned it. They aimed at filling a gap in the market that existed for abayas that were chic, modern and stylish while remaining conservative and decent. The sisters were thus extremely successful at integrating world-wide fashion trends into the traditional abaya, and reinterpreting them in ways that are extremely fresh and innovative in their context.
Colourful, and always stylish, different materials are used ranging from silk, chiffon, dantelle. Embroidery and artisanal handmade patterns are heavily featured. Many of the abayas are made with special occasions in mind. Here’s a look at some beautiful pieces they have launched this year.
Photos courtesy of: DAS