The Emirati designer Shatha Essa Al Mulla started her eponymous fashion brand, Shatha Essa, in 2016. Known for its modestwear, abayas, kaftans, understated tailoring and the designer’s attention to detail, the brand has been featured in Harper’s Bazaar, Vogue and Elle.
With the UK a “main focus” for the future of the brand, it’s time to get acquainted with Shatha Essa and find out everything you need to know about the Dubai-based label.
Shatha Essa’s evolution
Shatha studied at various institutions, including University of the Arts London and Harvard Business School. A member of the Dubai Design & Fashion Council, the designer founded the brand out of a “desire to create a womenswear line that captures both timeless elegance and the rich cultural heritage of the UAE”.
She says: “I wanted to design pieces that felt personal and luxurious, connecting women to their roots in an authentic yet contemporary way. The brand’s foundation in womenswear established a distinct aesthetic, rooted in Emirati artistry, and crafted for an international audience focusing on developing the ideation of the typical “Caftan”.
The brand’s collections have evolved over the years and grown in complexity. Now including childrenswear, Shatha Essa Kids Collection is stocked in Harrods, a milestone in the global expansion of the label, but not only. It is the first national brand to showcase its products at the iconic store, and Shatha designed her space herself, wanting customers to feel like they’d walked into a birthday party where the children get to roleplay and dress up the dolls in attire similar to the pieces they can choose for themselves.
Attention to detail is everything
Shatha Essa believes that craftmanship should be at the heart of its designs, and the brand collaborates closely with artisans who specialise in intricate handwork, embroidery, and beadwork.
This is reflected in everything the brand designs, with the artisans bringing their expertise and dedication, and helping Shatha Essa create garments that reflect both tradition and innovation.
Shatha explains: “One example would be the traditional Emirati Talli weave. We have elaborated on the weave to develop it not only as a trim but incorporated in the fabric itself. This is unique.”
She told Vogue Arabia: “Traditional crafts are something I value very much which is why I strive to have a touch of it in all of my collections. One way is bringing back amazing crafts, and another is to support women all around the world.”
Bringing Dubai to the world through fashion
Shatha grew up in Dubai and is inspired by “the city’s unique blend of tradition and modernity”.
Shatha has been supported by organisations such as Dubai Culture and Dubai Chambers, and has developed a brand that honours Emirati culture while appealing to an international market.
Dubai, with its vibrant creative and entrepreneurial landscape, is very much in the DNA of the brand. Shatha says “the city is a place that celebrates cultural expression, allowing us to bring the essence of Dubai to the world through fashion”.
The future of Shatha Essa
After Harrods, Shatha’s focus for expansion is the UK market.
The designer says: “We envision curated collections that celebrate the cultural dialogue between the UAE and the UK, appealing to clients who value quality, heritage, and storytelling.
“In the UK, we are currently with Net A Porter, Farfetch and Harrods.
“This expansion isn’t simply about introducing our designs; it’s about sharing the story of Dubai and the UAE, creating a connection between our roots and new audiences abroad.”
