Alison Bocarro: Effa Fashion 2009 Spring Collection

Sunday, June 14, 2009

Effa Fashion 2009 Spring Collection

Here is what Effa's facebook page says about her and her brand: Effa is a Saudi Arabian national based in Dubai. She grew up in England where she graduated with a Ba (hons) degree in fashion from The Surrey Institute of Art and Design in 1997. Her love of fashion began as a young girl, scrutinizing fashion magazines and sketching, with her first designs made at the age of 11. After completing her studies in Fashion and Business, Effa began her career in 1998 working for companies in the UAE and Saudi Arabia as a brand manager and fashion buyer. Brands she worked with included Christian Lacroix, Emanuel Ungaro, Valentino and John Galliano.

Through her work as a professional fashion buyer, Effa was motivated to design a luxury fashion line that would satisfy the demands and tastes of the modern, trendy customer in the Middle East. Her style was greatly influenced by the great designer brands that she worked with, but her Middle Eastern culture and her love of colour was, and continues to be an inspiration for her designs.

Effa's philosophy is that fashion should bring out the femininity and glamour in a woman, and her designs are cut in a way that they aim to show off the best of a woman regardless of her shape or size. Effa launched her first independent collection in 2006 and this is her Spring 2009 collection:

Pretty, pretty. Not too over the top girly, cuz the pink already gives you that.

Simple white column touched up with simple black lace accents at the waist and the neck (which makes this jilbab transition easily into a dress once the chest covering khimar comes off).