“To enrich people’s lives with beauty, empowering women through making them feel beautiful and confident, drawing their strength from their femininity.”
Distinguished Luxury Abayas and Contemporary Evening wear. Effa represents refined femininity and understated elegance with a European flair.
Award winning designer, Effa, is a Saudi Arabian national who is based in Dubai. Having graduated with a BA (hons) degree in Fashion from the UK, she began her career working as a brand manager and fashion buyer. Her role gave her invaluable experience with internationally acclaimed brands such as Christian Lacroix, Emmanuel Ungaro,Valentino, Lanvin, and John Galliano.
Through her work as a professional fashion buyer, Effa was motivated to design a luxury evening wear and abaya collection that would satisfy the demands and tastes of the modern, trendy customer that is looking to express her femininity and glamour in a truly modern way
Her style is greatly influenced by the great European designer brands that she worked with, but her Middle Eastern culture and her love of colour continue to be an inspiration for her designs. Focusing on elegance and femininity, her dresses and abayas are cut so that they emphasise and enhance the female form. Effa is renowned for her couture like attention to detail, and each piece displays her passion for intricate design, fine fabrics, beautiful cuts and finishing, leaving the wearer with a luxury feel.
Effa believes in women empowerment and stresses this aspect throughout her work, providing elegant, stylish, yet modest options for her clients as part of her collections. Bursting with colour and romance Effa’s collection truly brings out the best in a woman making her clients look and feel fabulous, glowing with beauty and confidence in each piece.
The Effa ‘Abaya Couture’ line is designed for the independent, active and modern woman that wants her abaya to reflect her personal style whilst keeping her cultural identity. Coined by some as the ‘little black dress’ of the Middle East, there is an Effa Abaya to take you from work to play and evening with effortless style.
2012 -Effa received the prestigious honorary award from MBC/ Persil – 1st place for Abaya design in the region
2014- Effa was named by Forbes Middle East as one of ‘Top 100 Leaders Inspiring a Kingdom- Saudi Arabia’s Entrepreneurial Elite’
2015- The designer received ‘Best Abaya Designer” at the Middle East Fashion Awards
Original text: http://www.effa.ae/about.php#&panel1-1