Luxurious fashion label ‘SEEN’ by Sumayyah Al Suwaidi to showcase one-of-a-kind designs during London Fashion Week

London, UK; Emirati designer Sumayyah Al Suwaidi is set to showcase her A/W 2012 collection from her label SEEN during London Fashion Week.

Lanched in February 2010, SEEN’s limited edition floaty dresses have already been a huge hit with the ladies in the Middle East and is set to rock London Fashion Week next month!

The designer behind the label, Sumayyah Al Suwaidi has been hailed as the first female Emirati digital artist, starting her journey back in 2001 with a series of digital paintings inspired by the late sheikh Zayed Bin Sultan Al Nahyan. She is an avid entrepreneur, illustrated by her ownership of one of the most famous multi brand stores in Abu Dhabi, ‘Grafika’. Grafika was a platform for emerging designers to showcase and sell their creations to the UAE market, and the world through Grafika’s online page.

Sumayyah Al Suwaidi was then invited to judge the Emirati designer of the year competition by Fashion Expo Arabia in 2009 and Preston University’s fashion designer of the year 2009. By supporting emerging fashion designers in her boutique, Sumayyah Al Suwaidi was inspired to create a label of her own. Her clothes are aimed at women from all walks of life, but ooze elegance, class and luxury. Sumayyah Al Suwaidi’s fashion line has a range of styles: from abayas, kaftans, tunics to dresses and gowns. The philosophy is to create limited edition abayas and one of a kind dresses. No dress is made twice because she Sumayyah Al Suwaidi believes that every woman should be, and feel, unique in what she wears.

Sumayyah Al Suwaidi is a multi-talented and creative lady and won the L’Officiel Award in 2010 for the Arab Woman of the Year under the category "Best new talent". She was also chosen as one of the hottest people of the year 2011 by ITP’s Hot 100 as an entrepreneur. Adding to that, she was also nominated as Emirates Woman of the year 2011 by Emirates Woman Magazine as an achiever. Sumayyah Al Suwaidi was the only Emirati female to be chosen as Olay Arabia’s Brand Ambassador for the total 7 effects campaign 2011.

Sumayyah Al Suwaidi is a dedicated and motivated entrepreneur and designer, so her first time showcasing during London fashion week will be not one to be missed. She seamlessly combines her multifaceted personality with drive and a magical smile. Her passion for creativity will ensure an unforgettable show.

Sumayyah Al Suwaidi will be presenting their quirky, fearless fashion at the prestigious "A La Mode" show hosted by LGN Events during London Fashion Week on 17th Feb 2012.
For information SEEN by Sumayyah Al Suwaidi visit: http://www.seencouture.com

Press and Buyers wishing to attend should contact Joanna at fashion@lagenevenorth.co.uk  

Introducing SEEN by Sumayyah Al Suwaidi...

Sumayyah Al Suwaidi’s label ‘SEEN’ was launched in Feb 2010 and has been growing at a fast pace ever since. She has been hailed as the first Emirati digital artist and is an avid entrepreneur shown by her ownership of one of the most famous multi brand stores in Abu Dhabi, ‘Grafika’. By supporting emergent fashion designers in her boutique, Sumayyah Al Suwaidi was inspired to create a label of her own. Her designs offer clients one off, unique pieces as no garment is made twice. This talented lady was chosen as one of the hottest people of the year 2011 by ITP’s Hot 100 as an entrepreneur.

You have been hailed as the first female Emirati Digital Artist. What inspired you to initially go into digital Art what how was the experience as a whole?
It was 1996 when I was introduced to photoshop when my cousin was in college studying graphic design, so then I had to have the software and i started playing around and creating my own images and by the time I was 18 I had my own website and I knew I wanted to study Graphic Design, but while I was studying I didn't feel complete I felt graphic design was very limiting for me so I started researching until I discovered the world of digital art and I produced my first collection in 2001, after the artworks sold out I knew I should peruse digital art, so I decided to work on an entire collection of 26 artworks in 2002 and I had my first group show in 2003 in Abu Dhabi's Beach Rotana Hotel.

It was a fantastic experience, I made many mistakes a long the way but i learned so much, and now it feels that all the 10 years hard work is being recognized and appreciated.

You are not just a designer but also manage a range of other successful businesses such as your Grafika store, can you tell us more about that?
I started Grafika as a gift store in 2005, but in 2009 I decided to transform it to a multi-brand boutique and slowly it started becoming a platform for all emerging fashion designers from the UAE and abroad, who get the chance to display their collections a long side established designers from around the world.

I never thought in just 2 years Grafika would become one of the most talked about stores in Abu Dhabi and for that I won the L'Officiel Arab Woman of the Year Award in 2010.

So tell us a bit about your fashion label 'SEEN'?
SEEN is a dream come true for me, I always wanted to have my own label especially that I never liked to wear a dress and someone else might have the same, so finally in February 2011 I launched my line at Grafika and it was an instant hit, then I went ahead to stocking it at Ush Boutique in Dubai, Dar Usha in Dubai, Dar Usha in Kuwait and online at modahouse.com


What makes 'SEEN' unique?

You will never find any of SEEN's pieces made twice, every outfit is unique. I might repeat the cut but not the fabric so no two women will wear the same exact dress.

What can we expect from your London Fashion Week debut?

Black will be the dominating color in the entire show, luxurious fabrics and unique cuts.


You have achieved so much recognition from awards and being invited to judge prestigious fashion competitions. What would you consider to be your career highlight to date?

Winning this year's both the Emirates Woman Achiever and Emirates Woman of the Year Awards.


What advise can you give to other budding fashion Entrepreneurs?
You have to be hands on your business 24/7 its not easy but you must if you want a successful business and don't let your passion for your business control your decisions.