An Interview with the Beljafla sisters of DAS Collection

Posted in The Symphony Style File on: 23/08/2012

One of the most celebrated home-grown fashion lines, DAS Collection, is the brainchild of Hind and Reem Beljfla, we caught up with the sisters to discuss inspirations, career highlights, trends and who to look out for…

Symphony Insider: What’s been the highlight of your career to date?
Reem: Showing at London Fashion Week for the first time. It was a huge moment for us.
Hind: For me it was being the first abaya brand to be stocked in Harrods, as well as taking part in London Fashion Week. LFW and Harrods are very dear to our hearts. Also being featured in the Emirates Airlines television commercial this year; I’m very proud of that.

Symphony Insider: Where do you see DAS in ten years from now?
Reem: I see DAS being a big international brand, showing at the main fashion weeks and stocked in the biggest department stores around the world.
Hind: My vision is the same as Reem’s – I believe in the global potential of DAS and I believe DAS will be a world-renowned designer.

Symphony Insider: Which designers do you admire and why?
Reem: I’ve been so into Marchesa lately, and also Oscar De La Renta. I don’t admire one specific designer; it changes from season to season with every collection.
Hind: Diane Von Furstenburg. She is such a strong and positive woman; I love her ethics and morals, and the way she made such a success out of the wrap dress.

Symphony Insider: Who should we look out for?
Reem: Mary Katrantzou is a great talent and I think we will continue to see big things from her. I love the way her patterns are formed.
Hind: Wild Guanabana – an amazing travel company started by Omar Samra. They tailor-make the trip of your dreams, anything from climbing Mount Kilimanjaro to a relaxing beach break, and they are the first Carbon Zero travel company in the Middle East. I believe their approach is the future for the travel industry.

Symphony Insider: What’s your idea of the perfect Winter?
Reem: My perfect winter is here in Dubai with my family, spending time together in the dunes and cooking local food together.
Hind: I’ve never enjoyed cold winters abroad, but I love winter in Dubai. We get to explore hidden places with family and friends, walk around and spend more time outdoors.

Symphony Insider: What song can’t you stop listening to right now?
Reem: Video Games by Lana Del Ray.
Hind: I Need by Maverick Sabre.

Symphony Insider: What’s your favourite trend for AW12?
Reem: DAS velvet signature dresses with pearls. Bejewelled embellishments will be popular for AW12 so the DAS pearl pieces incorporate this perfectly.
Hind: I love that purple is a big trend for AW12 because it is my favourite colour. I’ll definitely be wearing some purple DAS pieces.

Symphony Insider: What’s on your shopping list for AW12?
Reem: A Marchesa clutch from Symphony.
Hind: Anything from Zac Posen at Symphony.

Symphony Insider: If you were not a designer what would you be doing?
Reem: I trained in Interior Design so perhaps I would be making a business out of that. I would always be doing something creative and entrepreneurial.
Hind: I would be travelling the world and volunteering on charity projects.

Symphony Insider: What’s the best piece of advice you ever received?
Reem: Less is more, sophistication is simplicity.
Hind: Always to follow your dreams.

Symphony Insider: What’s your favourite spot in Dubai and why?
Reem: Jumeira, because I spent all my life and childhood growing up there. I love all the local juice makers, groceries and so on. La Petite Maison in DIFC is my favourite place for lunch on Saturdays.
Hind: Definitely Jumeira; it holds so many good memories for me.

Symphony Insider: Who is your ultimate woman to see wearing DAS?
Reem: Any woman who wants to stand out in the crowd and is full of confidence.
Hind: Sheikha Moaza of Qatar.

Symphony Insider: What’s your favourite virtue?
Reem: Persistence and never giving up.
Hind: Positive energy and good friendship.

Symphony Insider: What’s your biggest fault?
Reem: I am a perfectionist, which some people see as a fault but I take it as a positive because it means I do everything to the highest standard.
Hind: I am known amongst my friends as ‘the planner’, I love to plan everything down to the last detail!

DAS Collection Autumn/Winter 2012 is available at Symphony, The Dubai Mall now.