DUBAI: Emirati brand Shatha Essa Kids has become the first childrenswear label from the UAE to be launched at luxury London department store Harrods, with designer Shatha Essa Al-Mulla telling Arab News the move represents a step forward in exporting Emirati creativity to the world.
Al-Mulla ventured into childrenswear last year, after launching her eponymous womenswear label in 2016. Now, her frothy, fun line of dresses and sets has found a home at the historic store Harrods.
The designer dubbed the achievement “an immense honor and a significant milestone,” adding the move “(showcases) Emirati culture and craftsmanship on a prestigious global platform … (and) also contributes to putting Emirati childrenswear on the international map.”
The line features special occasion looks for toddlers and girls up to the age of 14, with all the outfits designed and produced in Dubai.
“I design those dresses for my girls first then display them to the world. It is like giving everyone access to our private wardrobe at home,” the designer said of the inspiration behind the brand, referring to her two daughters Hessa and Hind.
Summery butter yellows and grey, sophisticated tulle outfits mark the collection, with rose pink embroidered double-breasted dresses and silk bow-adored looks on show at the retail space in London.
The interactive retail space, which was designed by Al-Mulla herself, features a theatre booth and dress up dolls.
“I aimed to create an ambiance reminiscent of a delightful birthday party … allowing kids to fully immerse themselves in a whimsical magical environment and enjoy collaborative play,” Al-Mulla explained.
The permanent space is emblematic of an East-to-West trend, the designer said.
“This milestone is crucial for the UAE’s fashion scene because it represents a step forward to exporting Emirati-made products to the world, fostering greater appreciation and interest in our designs.”
