The world of fashion today is often driven by visibility, fleeting moments, and the constant pursuit of space where brands can assert their presence. Yet from the very beginning, we chose to move differently, slowly, with craftsmanship, and along a path that values substance over noise.
Over the years, a moment arrived that we had quietly dreamed of, without ever knowing exactly what it would look like.
That moment came when Bella Hadid wore two pieces from our creations.
For us, this dream was never only about fame or influence in the industry, important as those things may be. It was also about what Bella represents to our generation and our culture. A woman who carries a distinct beauty, a clear sense of identity, and an honest connection to her roots. Her presence has a rare ability to elevate whatever she wears.
Naturally, our feelings about this step were mixed. Bella is a name closely associated with the world’s leading fashion houses, and her proximity to a local Arab brand once felt unlikely.
There were days when it seemed very far away, perhaps even impossible.
And there were other days, like brief awakenings in the middle of a dream, when we allowed ourselves to believe it might one day happen.
In the end, fate was generous with us. The light did not shine once, but twice.
Bella wore two pieces, as if this moment had simply been waiting for the right time.
One of them was the Safad Sunset dress, named after the city where her family originates, something we had never planned. The second was one of the most important pieces from our new collection, a design that took months of development, experimentation, and dedication.
Although this moment may seem sudden, its roots go back many years.
In 2018, when we were still a very small brand, I sent a message to Mimi Cuttrell, one of the most influential stylists in the world, introducing myself and the house. I never received a reply, which was completely understandable at the time.
But in 2025, it was Mimi herself who selected the pieces for Bella.
That moment was the result of many years of work, of building our name step by step, and of a community of people who believed in what we do.
It is a reminder of how real moments are built. They begin with a simple attempt, mature over time, and eventually return in ways far greater than expected.
The journey to this moment carried countless hours of work. Developing new techniques, racing against time, organizing a photoshoot quickly so we could present options that reflected our identity, and many long hours of hand embroidery carried out by the women artisans who are at the heart of everything we create.
When we finally saw Bella wearing our work, it felt as though years of effort had finally taken shape, becoming a message to everyone who believed in us, and even to those who did not.
It was not simply a dream, nor was it a coincidence.
It was a long journey that finally arrived at a moment worth waiting for. ✨
