Epiphany is not just her label’s name. It’s also the unique moment designer Asma Al Matrooshi realized her career was fashion bound! Carefully studying the garments and their blatant fluidity, the Emirati designer merged her fashionable senses with that of partner Maitha Al Shamsi, bringing forth what we know today as the “Epiphany” brand. Designing the first ever colored Abayas in the region, Al Matrooshi is a pioneering maven in the field of fashion and she’s taking her ingenuity to new heights, as she collaborates with Piaget to launch the new Limelight Gala Milanese Collection in Dubai.

We, at Azyaamode, had a little chit-chat with the talented designer and here’s what she had to say about the innovative collaboration!

How did you feel when you realized you were about to design a whole collection based on Piaget’s Limelight Gala design?

The first thoughts I had when Piaget approached me was excitement and overwhelming gratitude! I had the chance to work with one of the most prominent jewelry and watchmaker brands worldwide; which of course meant I had to deliver the best product. 

How did you incorporate the lavishness of the jewelry pieces into your designs?

My signature style encompasses minimal chic and simplicity; purity of lines. Working with such bold jewelry pieces, I wanted the looks to compliment the jewelry all together. 

Were there any challenges that came from creating a Piaget-driven Abaya line?

It was all very overwhelming in the sense that I was afraid the audience would not understand my concept or style, but I was extremely thrilled when it was so well received !

What do you think differentiates your Abayas from the other local designers?

I focus my entire work on how women would perceive the looks, beyond the models and staging; to me, it’s all about how women will embrace the pieces and make them a part of their wardrobe essentials.

Cindy Menassa