Founded by Omani sisters, Lubna and Nadia Al Zakwani, Endemage is focused on revolutionising the world of high-end women’s wear and Arab fashion, offering a more edgy and modern take on upscale dressing. Lubna, holding a bachelor’s degree in Fashion Design and pattern drafting from the French fashion university in Dubai (ESMOD) works as the Creative Director of Endemage, while her sister, who holds a bachelor’s degree and years of experience in business management and marketing, works as the Marketing Director for the brand. Right from a very young age, like most young girls, both sisters were drawn to the world of fashion, keeping in touch with the latest styles and trends. As Lubna grew older she decided to take it up as a career, and with her sisters help decided to launch their own label; and Endemage was born.
Today, Endemage is one the most popular fashion lables in the country and we managed to catch up with Lubna Al Zakwani, from Endemage, to get a better understanding of the brand and design style.
When did you first realise you wanted to pursue a career as a fashion designer, and can you provide us some insight into your brand and business?
Lubna Al Zakwani (LZ): It has been a childhood dream. Growing up in a family of fashion forward women, we were always surrounded by the latest trends, international styles, fabrics, and textiles from all over the world. We started designing our own outfits from the age of eight and it just continued to be a part of who we were.
How has your work evolved since you began your own label?
LZ: Endemage started off as a brand focused more on abayas and kaftans, the brand has now evolved with International interests; appealing to modern-day women around the world with a range of diverse collections. These vary from abaya and kaftans to gowns, and our most recent basics collection which is aimed at catering to a wider audience.
How would you describe your brand aesthetics?
LZ: We created and designed Endemage’s identity with a modern woman in mind. She’s strong, confident, and independent, one that knows exactly what she wants and is not afraid to climb the highest mountain to get it! (Literally). It makes us proud to see what a modern-day Arab woman is able to accomplish in true elegance and style.
What inspires you most and how does it feed into your work?
LZ: We are inspired by everything Oman! The culture, the nature, the traditions, the arts and crafts, absolutely everything! Oman has so many hidden treasures we still haven’t discovered yet and we look forward to exploring them and reflecting its beautiful gems in our designs.
What is your favourite part about being a designer?
LZ: Seeing women feel confident and beautiful in our designs is one of the best feelings ever.
How do you want women to feel when wearing clothes you have designed?
LZ: That she’s unstoppable! there isn’t anything that she can’t accomplish!
There’s so much pressure for designers to come out with their greatest collection season after season. What advice would you give to young designers just starting out and hoping to make it in the industry?
LZ: Start slow and plan you year ahead. Always assess your performance, set annual targets and goals, and work towards fulfilling them.
What is the single greatest rule that you live by and will never break?
LZ: Always be true to yourself. People follow you for the brand identity that you create, your signature is one thing that no one can ever take away or imitate from your designs.
