After years of concentrating on international rising designers, Life, a fashion and lifestyle concept store in Jeddah, is directing attention to local talent. Life is devoted to keeping a diverse and creative atmosphere in Saudi Arabia and so they pick the designers they think can bring out the beauty of the culture of the region.
For their first local collections, they have showcased Omar Ashour and Loai Mohamed Naseem, both designer brands focusing on bringing a fresh view to the traditional thobe.
Life starts their new initiative with Saudi-born Omar Ashour’s brand, Omar Azure, which creates sophisticated designs of the classic Saudi thobe.
Shaped with precise accuracy, Ashour integrates his love for fashion with his background in architecture. Keeping his signature of subtle trimmings and showcasing his architectural expertise with the fine craftsmanship of each piece.
By showcasing Ashour’s designs, Life challenged itself, moving away from its norm of housing bold and avant-garde pieces, to displaying simple and chic creations.
Steering away from traditions and what may be seen as being predictable, his thobe collection has the chic-ness needed for a sophisticated man’s wardrobe.
Along with Ashour’s well-structured pieces, Life also introduces Lomar – the works of former graphic designer Loai Mohamed Naseem.
Moving away from the design world, Naseem plunged into the world of fashion. Influenced by his background, Naseem designs his pieces based around using precise placement to create sleek and defined final garments.
The former graphic designer works around the concept of re-defining thobes. His bold pieces stand strong and independent, portraying the image of a confident man.
Naseem experiments with the past and future, constructing pieces that are a statement of both national pride and fashion.
Along with his thobes, Naseem has also designed shirts, which will be sold exclusively at Life stores.
The launch of the thobe collections arrives just in time for the holy month of Ramadan, fitting in with the spirit of this occasion.
*Both collections will be available at the Life store until 19th August.