How One Qatari Designer Is Taking Her Brand Global With The Power of Social Media
From Paris to Dubai Dana Al Saify shares how she’s ensuring her label, Vandella, reaches a global audience
Having cultivated a passion for art and design at school, Dana Al Saify laid the foundation for a career in fashion from a young age. After graduating, she began designing abayas that drew the attention of friends. Word of mouth led to enquiries and a business began formulating in the young talent’s mind. She held a family meeting to discuss potential names and settled on Vandella – “it’s easy to pronounce,” she tells Bazaar, “and it comes from the German meaning ‘wish, desire, wanderer’. I liked the connotations.” She started simply – a friend helping her by designing a logo; and her sister, leading influencer Haneen Al Saify, offering advice. “That support can make the difference between succeeding or not,” Dana says.
It was during the global pandemic that the idea of what the brand could be crystallized most clearly. “I used the time in lockdown, however, to really think through what I wanted from the brand. I wanted it to feel open, not bound by geography. I wanted to create something more global, something more international.” She took this ethos and started to hone a new ready-to-wear offering. “I launched a new range of tops and they went viral on Instagram in Qatar. They sold out instantly. That motivated me to keep thinking globally – not just in terms of design but also in terms of messaging. I hired a marketing manager and really focused on strategy.”
Social media has been a key element of bringing Vandella to an international audience. “It’s really effective,” says Dana of the platform. “I was actually behind-the-scenes initially and only chose to announce that Vandella was my brand last year. It was important to me that people loved the brand itself, rather than just supporting me as a designer.”
Such is the importance of brand allegiance that Dana tests each piece before going live. “Ahead of launching a new design, I wear it myself for at least three months. It’s crucial to know how it feels and how it wears. I want my clients to trust that quality.” It’s an attention to detail that has seen Vandella secure Palazzo Nero as a Qatar stockist as well as a pop-up in Dubai. During a recent trip to Paris Fashion Week, Dana’s pieces also received rave reviews, demonstrating the appetite for modestwear in Europe. “Whether it’s a Vandella abaya or one of our signature high-neck tops, the pieces are classic and timeless. I’m introducing a new plus-size category too because I want my pieces to be worn by all women. I want Vandella to feel truly inclusive.”
Lead Image: Supplied
From Harper’s Bazaar Qatar’s Winter 2022 issue.