Who: Lauren Doble, DAS Head of PR
Where: DAS flagship store, Jumeira
When: May 2012
At DAS, we are very proud of our logo as a strong symbol of our brand, our identity and our heritage. But many people do not know the story behind the sign, so we thought it might be interesting to share it with you.
DAS is an acronym for Daffa, Abba and Suwaieya, referring to the different styles of Abayas worn throughout the Gulf region. As a mark of conservatism, the most popular form of the Abaya is usually black, as traditionally women were not supposed to attract much attention to themselves by wearing bright colours. However today the Abaya has transformed in many ways, with the introduction of colour being one of the main developments. The Daffa is made out of wool, which was often worn in the winter, while the Suwaieya is more decorative, with golden borders. Perhaps when glancing at our logo you would initially think the triangle was just made up of random patterns, but on closer inspection anyone who can read Arabic will be able to decipher the words Daffa, Abba and Suwaieya making up the shape.
The triangle itself is symbolic of our heritage as it is traditionally one of the three most important polygons in Islamic art, along with the square and the hexagon. These three polygons can all be formed from and within the configurations of circles, and are fundamental in Islamic geometrical patterns. The equilateral triangle, just like our logo, can tessellate and duplicate as a pattern without any gaps forming between the shapes, as can the square and the hexagon. In traditional Islamic art the triangle represents human consciousness and the principle of harmony.
Back in March, Hind and I were invited to attend an exclusive ladies’ lunch with Italian shoe designer Giuseppe Zanotti in Dubai. I took some photos at the event and just came across them again on my camera, so thought I would share them on the blog as it was such a lovely event!
Giuseppe Zanotti was in Dubai to celebrate the opening of his first store here, at The Dubai Mall. His designs have been worn by many celebrities, from Eva Longoria to Nicki Minaj, and some Zanotti sparkle is a welcome addition to Fashion Avenue. The lunch was a very civilised affair and beautifully organised. We enjoyed interacting with the designer himself – an interesting and eccentric character – and he sketched a special shoe for us to keep as a memento.
Who: Hind Beljafla, DAS Managing Director
Where: At a wedding in the UAE
Wearing: DAS sequin signature cut