Blogged: LOMAR's launch of Abaya line Zero Collection

Lomar's Flagship Rawdah street store, effortlessly chic

Dear Readers,

I had the pleasure of being invited to the reveal of Lomar's newly opened women's Zero Collection ready-to-wear abaya range at their flagship store on Rawdah street ( near Joelle clinic).

I was impressed by the the vast collection which included a variety of different styles available from formal business wear, everyday-wear, sporty, travel and and a special occasion collection. The collection has a contemporary feel, allowing it to fit in perfectly with the fast-paced modern lifestyle while still remaining true to its original roots.

Cutting edge asymmetric abaya designs using colour blocking

I spoke to the Art Director Mona Al Haddad asking her to describe the collection and she captured it accurately as 'elegant, decent and fashionable'. She also informed that they bring in new pieces every week, with more travel abayas and turbans coming soon.

Popular Zero collection designs from the lookbook available to buy at the store

The abayas have been designed to allow versatility in use according to the occasion or personality of wearer. For example, an abaya maybe worn without the belt during the day, and then accessorized with a belt during the evening. A visit to the store is a must where their helpful staff show how different styles can be born.
All their materials are light-weight and  high quality, with a flowing feel adding to the feminine silhouette.

Lomar's Marketing Manager Abubakr Alkaf captured the essence of the brand in the quote below:

"Creating fashion is like casting spells, one has to veer away from  the paved road, concentrate, gather the ingredients and prepare a new enchanting spell once again. " Abubakr Alkaf - Lomar Marketing Manager. 

From left to right: Abubakr Al-Kaff, Marketing Manager and Christophe  Beaufays, Head Designer and Associate Art Director

Lomar's  Associate Art Director and Head Designer Christophe Beaufays has 7 years of experience working with famous French designer Jean Paul Glautier which he has incorporated into the style of abayas at Lomar.
He said that when designing the abaya they ensured that they were modest and fulfilled the functional element of an abaya while adding a bit of edginess or flair to each design to set it apart from others. The would fulfill the needs of the Arabian woman and at tsame time appeal to famous fashion sense of French women.

Abayas wit ha twist: sash bow belt, ombre colour technique, and waterfall two colour frill

The attention to detail in the cut and design of abayas truly blew me away. Even the more simple designs on closer inspection reveal interesting twists. For example this business wear abaya has an elegantly simple colour block design, but when you take a closer look the abaya is not secured in the traditional way using buttons/zips, instead a first slide your hand through what looks a sleeveless dress, while theres is only a strip of fabric at the back,,,you have to see it to understand its hard to explain...check out the pics below. I should have made a video!

From left to right: formal/business abaya with a deceiving simple look, opens up to reveal what looks a sleeveless dress, actually secured by a strip of fabric at the back. 

Lomar also provided bloggers with a promotional voucher which I used to get a jilbab style abaya (it does not come with a tarha/scarf and is technically a dress). It was love at first sight for me, and I absolutely adore it, the lightweight soft fabric, the stylish way it drapes down the sides. It can be adjusted using hidden internal straps to suit your physique, which was was great for me.

I love love love this abyaya I bought it in a eggplant/mauve/brown shade once i take a better pic I will update it here and on Instagram

You can also find a range of quintessential Arabian inspired  accessories such as beautifully crafted musbahs 'prayer beads', Lomar signature fragrance range (in my opinion the Premium one is  the best), and SHIB shoes which look like the traditional Saudi sandals but are actually shoes? and tri-colour matching socks!.

Musbahs, SHIB shoes, and perfumes

I am excited to have this new Abaya brand in Jeddah and look forward to buying their turbans which will be coming soon!

Visit Lomar's website, or their Rawdah street store or follow them on Instagram and Facebook,

To see more pictures of the collection the event follow me on Instagram and Facebook

Blogged: ICONIC Iftar event at Jeddah’s Blue Ocean Restaurant, Fakieh Aquarium

Ramadan Kareem!

Dear readers, I hope that your Ramadan is going well and bringing with it blessings galore.

I would like to share with you my review of the ICONIC IFTAR event which I had the pleasure of attending a little while ago.

The Event: ICONIC IFTAR Jeddah 2014

On the Wednesday 2^nd July, ICONIC Jeddah held an iftar event at the recently opened Blue Ocean restaurant at the Fakieh Aquarium.

 ICONIC Jeddah took the opportunity of planning this event in the month of Ramadan with its festive spirit by inviting loyal customers, media representatives, bloggers and students as well as educators from Effat University to the friendly  event which highlighted the company’s cohesive spirit.

ICONIC IFTAR 2103 at Jeddah's Blue Ocean Restaurant, Fakieh Aquarium

The choice of location was superb, allowing guests a prime view of the sunset in the shimmering Red Sea. The Blue Ocean restaurant is spacious and the decor and the views leaves you under the impression of being aboard a ship. The iftar buffet offered a variety of sumptuous dishes to suit an array of palettes, my personal favourites were the mini burgers, chicken Alfredo pasta.

The occasion allowed ICONIC to showcase their EID 2014 collection for men, women and children in perfect time for EID shopping.

ICONIC's EID 2014 Women's Collection displayed at the event

The women’s collection included glamorous wrap maxi dresses, evening gowns, drapey tunics, over-sized sequin tops and floaty blouses teamed up with cigarette trousers for a ultra-chic look.  The key trends in prints were marble, python and abstract floral that steer away from the usual fashion norms.

My favourite items for  women's day wear : 

Floaty embellished summer top SR90

ICONIC 2014 Eid collection python print pencil skirt SR 100

A little bling, a sparkle is synonymous with the festive look and so attention to details is key in the collection with hand embellishments, sequins layered on exquisite fabrics like velvet, jacquard, georgette, crepe, metallic jersey and taffeta.

Favourite women's evening wear

ICONIC Summer Eid 2014 collection embellished gown SR 595

Iconic Summer Eid 2014 Collection Fuschia gown SR500

Favourite men's item

ICONIC 2014 Eid COllection Men's embellished loafers

As my friends know I’m attracted to bling accessories when it comes to EID outfits, ICONIC has a range of chunky statement necklaces, cuffs and show-stopping clutches. I can't decide which one/s I want for Eid!

ICONIC 2014 EID collection bling accessories

A special thank you to  Ms. Hamdoun, ICONIC Senior PR executive as well as the  marketing team  for hosting such a fabulous event. The top management of ICONIC's Landmark Group graced the event and are pictured below.

From Left to Right, Mohammed Rushdee (Head of Operation - KSA) , Junaid Durrani (Marketing Manager),Ola Hamdoun (Assistant PR Manager), Nisha Jagtiani (Director Landmark Group ), Najmul Haq (GM - Western Region), Salem Bahamdain

Hoping to see more events in Jeddah in the future, and I hope they do a fashion show next!

You can follow ICONIC on  Facebook, Twitter, Instagram

Or visit their website, as well as their stores in Jeddah in Haifa Mall, Al-Salaam Mall and the Dome, Prince Sultan Street. 

To stay up to date with the latest fashion events and trends in Jeddah, Saudi Arabia 

you can follow me on Facebook, Twitter and Instagram,