Exclusive: How Endemage's New Collection Celebrates Omani Culture

BY Samantha Hamilton Rushforth / Aug 27 2017 / 20:15 PM

The label's co-founders have taken inspiration from their own heritage

Exclusive: How Endemage's New Collection Celebrates Omani Culture
Endemage A/W17

Nadia and Lubna Al Zakwani took their design cues for Endemage A/W17 from the craftsmanship and heritage Oman this season to capture the sartorial spirit their home country is known for. Lending from traditional menswear silhouettes, in particular the styles of the Musar and Dishdasha, each piece manages to balance the modern needs of their east-meets-west customer as well as openly nod to the cultural fashions of Omani men and women.


Behind-the-scenes on Endemage's A/W17 shoot

"The intricate details found in the "Musar," a local headpiece worn by men, showcases the delicate craftsmanship local artisans have inherited. This beautiful artistic approach that is seen in our traditional wear is something that holds a special place in our hearts, and we are very passionate about highlighting this unique art for inspiration," Lubna commented on the collection.


On set with Endemage A/W17

Despite adding touches of artisanal hand embroidery throughout, the collection has a distinctly modern finish thanks, in part, to the use of laser-cut fabrics all completed in their atelier. 

Lubna inside the Endemage atelier 

"The culture and traditions of Oman has always been a big part of our designs," reveals Lubna exclusively to Bazaar. "It’s very important for us to create modern silhouettes while showing off the beauty of traditional Omani patterns brought out through embroidery. We pride ourselves with our rich culture that is enthralled by the beauty of mixed traditions from neighboring countries and their cultures."

See more at www.endemage.com