CHAPTER TWO: The story.

Amal Al Mulla Spring Summer’20 Moodboard


‘Creating season-less pieces that encourage self-expression and individualism is the main ethos behind the brand’


Our whole aim is to shape a new way in dressing for the modern woman of today, we design pieces that transcend trends where we reimagine the meaning of minimalism and femininity, forming a long lasting wardrobe with pieces that embody a foundation of beauty, ease and functionality.


Designing with the woman in mind, it usually starts with an inner vision of the entire mood we want to portray for the season, building it up with a color palette that can tell the story we are trying to define and then the feel of fabrics comes next. We’re always inspired by our surroundings, from nature, art, interiors and experiences even. And as we grow, our designs grow with us.


Every collection that we design formulates an effortless and refined modern appeal, with clean streamlined silhouettes and everyday lux dresses that can be styled and taken from day to night building a versatile wardrobe of transitional pieces that work fluidly through-out the seasons.