Dubai, March 2013: Taking inspiration from the sophisticated and delicate beauty of the East Asian landscape and heritage, Effa created a SS 2013 Pret a Porter collection that combines elements from the aesthetic of modern Japan and Korea with subtle 1950’s vintage references that merge effortlessly with her signature feminine lines to create a glamorous and truly modern collection.
Playing with the contrast of metallics and different soft and fresh spring colors like soft powder pinks, pearlescent greys, crisp white, fresh Yellow, mint green and corals. Black and white is also a strong feature, as well as a strong influence of Silver in the collection.
The fabrics used were plain silks and satins, laces, pleated skirts and printed florals. Effa’s exclusive signature print for the season drew inspiration from the Asian lilies and was contrasted with jewel elements with in the print. Effa also included a subtle ‘denim’ version of her signature print for the season to give a young and modern edge to the collection. Some of the pieces were adorned with hand beaded embroidery embellishments and the use of sequined laces and textured metallics give depth of texture to the pieces.
Full skirts, Peplums and ruffles were a strong features in the designer’s Ready to wear collection., as well as her signature draping, long flowing skirts and wide belts. Effa’s Ready to wear collection has developed and diversified from season to season, with more than 35 looks in this collection, from red carpet gowns, cocktail dresses, evening ensembles to more casual separates that include blazers, skirts, tunics, oversized shirts relaxed trousers, tops and turbans.
The Asian influence was also present in the SS 2013 Abaya Couture collection, with a focus on looser classic cuts, using belts, black on black hand embellishments, metallic textures, sequins drapery and laces. Effa’s signature draping remains a feature in some styles, but the focus was on mixing textures and shape. The designerplayed successfully with distinctive fabric combinations and textures to give a rich feel. “This Summer I wanted to created a versatile yet fresh and feminine collection that is effortless to wear with a focus on soft shapes, intricate laces, embellishments and beautiful prints that work perfectly in the climate of this region and equally well for summer vacations abroad”
The designer, Effa, is a Saudi national who is based in Dubai. Having graduated with a BA (hons) degree in Fashion from the Surrey Institute of Art and Design in Epsom, United Kingdom, 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 and John Galliano.
Through her work as a professional fashion buyer, Effa was motivated to design a luxury fashion Abaya line that would satisfy the demands and tastes of the modern, trendy customer in the Middle East.
Her style is greatly influenced by the great 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 femininity, her 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 yet leaving the wearer with a luxury feel.
In 2006, Effa launched her first prêt-a-porter collection. The pieces were colourful and trendy, luxurious and feminine, whilst always incorporating an element of fun.
In spring 2007, the EFFA 'Abaya Couture' collection was launched. The Effa 'Abaya Couture' line is designed for the independent, active and modern woman that wants her abaya to reflect her personality 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.
By spring 2011, Effa launched her first lavish boutique in Dubai, UAE.
Her collections could be described as contemporary clothing that compliment the Middle Eastern lifestyle with a European twist. The designer is greatly inspired by the gowns and costumes throughout history and always re-interprets these styles in a truly unique and modern way.
Effa believes that colour is life with its fresh vibrant shades. She likes experimenting with new cuts and drapery, and always aims at bringing out the best of the female form. Effa creates clothes that make women look and feel good.
Effa's philosophy is that fashion should bring out the femininity and glamour in a woman, and her designs are a successful combination of brilliant colours, special luxurious fabrics, signature in house-prints and beautiful cuts aiming at showing off the best of a woman regardless of her shape or size.