"I wanted to start creating pieces that the modern woman can wear anywhere without feeling under dressed or overdone," says Dubai-based entrepreneur and designer Jelena Bin Drai of her A/W17 ready-to-wear collection. No small feat by any means but this season the designer, who has commanded much of the regional eveningwear scene for years, decided to explore a different side of her brand and, in turn, her clientele. "With our customers expecting the classy and conservative looks, I stayed faithful to my direction by combining similar cuts yet creating an edgier look by using different materials and lessening the feminine approach."
Jelena Bin Drai A/W17
This translates to pieces that bear the same consistency of quality that we are used to in her eponymous collections, but offer the wearer a more multi-tasking approach rather than a one-off occasion look. Combining easy, functional silhouettes like black culottes and neutral outerwear with the feminine DNA of the brand, A/W17 is described by Jelena as a "love story of opposites."
Fit was also a key element of the collection that was prioritized to ensure each item was as versatile and effortless to wear for all shapes and sizes. "My favorite pieces are the coats and trousers. The trousers fit every possible shape of body, it is something I have been concentrating on mastering for a while and we finally did it," says Bin Drai. The result? Multi-tasking separates that work from your desk to the dancefloor.