Deena Abdulaziz:Fashion
SAUDI ARABIAN STYLE-SETTER AND RETAIL PIONEER PRINCESS DEENA ABDULAZIZ HAS TURNED HER CROSS-CULTURAL AESTHETIC INTO ONE OF THE MOST EXCITING RETAIL VENTURES IN THE MIDDLE EAST.
Princess
Her Highness Princess Deena Abdulaziz is a Saudi Arabian deity of style. Dividing her time between New York and her native Riyadh, this globetrotting mother of three is climbing today’s fashion ranks as the new cross-cultural ambassadress of Eastmeets- West style.
Abdulaziz proved her credentials as a tastemaker amongst fashion’s elite years ago when she walked down the aisle in a custom-made wedding gown designed by Azzedine Alaïa (whom she counts among her close friends) and had a pair of sling-back heels by Christian Louboutin named after her.
Weaving her disparate influences and inspirations into a transcontinental taste-making tapestry, she put all of her passions under one roof in 2006 with the opening of DNA, the first members-only retail emporium exclusively for women in Riyadh. Created, as the name would suggest, around the inimitable glamour genes of its owner, the eclectic multi-brand concept store is an extension of her intimate universe, where tradition and modernity blend harmoniously.
Deena Abdulaziz’s
definition of luxury:
“Being comfortable in my own skin—that is the ultimate!”
If luxury were ...
A person.
Marella Agnelli.
An object.
It would be the Krupp diamond on Elizabeth Taylor's finger!
A place
If it were a place it would be in a Slim Aarons photo.
How and where did you develop your passion for fashion?
I have been developing my passion ever since I can remember from women like my mother, who is still an icon for me.
As a continent-crossing fashion connoisseur, how is your personal style a reflection of your multicultural lifestyle?
My personal style translates to wherever I am. It's mix-and-match. I guess I'm lucky.
With homes in New York and Riyadh, how do your beauty and dressing rituals differ in each city?
My beauty and dressing differ according to the climate and social habits. What works in New York could be the opposite of Riyadh!
What inspired you to share your taste in fashion with others by opening an exclusive boutique? What have been the greatest pleasures in doing so?
What inspired me was that for the longest time, I did nothing with my knowledge and extreme passion— but when I went to the International Herald Tribune Luxury Conference in Dubai about two years ago, people like Diane von Furstenberg and Majed Al Sabah, the owner of Villa Moda, encouraged me, so I went all out!
How has your unique background influenced your ability to scout new talent from around the globe for your boutique, DNA?
My background may have helped me in scouting new talent. I see it as my duty to find talents from the region and community which otherwise wouldn't have the chance, but I support talent from anywhere! A really good example is the fact that I carry the label Three as Four at DNA.
You work with Western designers to customize clothing for your clientele. How would you describe the aesthetic that has emerged as a result of that cross-cultural fertilization?
Making custom things for DNA has been an amazing process and surprisingly, very successful. Designers themselves are now contemplating making these things for their local market. Some stores in the Gulf are now following our lead by ordering custom-made abayas (traditional black dress worn over women’s clothes), or the wrap dress by Diane von Furstenberg in floor length.
What is your advice for Western women when traveling to the Middle East, and vice versa?
My advice to western women is to get inspired! For Arabian women traveling to the West, I always suggest incorporating personality and cultural style into what you wear abroad. It makes an outfit that more interesting.
How has the Arab consumer’s style evolved over the last ten years, and how to do see that trend developing in the future?
The Arab consumer's style has developed so much as an effect of globalization, especially in the area of fashion. Thanks to the internet and the media, you can now copy a look immediately after having seen it. Also, people are following young Hollywood stars like never before, so you have people here whose style is heavily influenced by someone like Rachel Zoe, Patricia Field or Arianna Phillips without even realizing it!
Which designers and brands do your customers crave most? Which items sell out most quickly?
My sell-out items, by far, are definitely Bodyamr women’s wear and Louboutin shoes!
Which up-and-coming designers are you most excited about this season?
I am excited about Dice Kayek
www.dicekayek. com and Manish Aurora
www.manisharora.ws for their potential in my market.
What are the accessories on your wish list from the fall/winter collections?
On my wish list I would include clutch bags in cobalt blue and deep purple from Marc Jacobs and the Guinevere braided evening dress from Behna Sarafpour! And, of course, anything Alaïa!
What are your absolute favorite places to shop in each city?
In New York, I love Kirna Zabete and American Apparel. In Paris, my favorites are Colette, of course, and L'Eclaireur, Montaigne Market and Hermès, any time!
Louboutin named a shoe after you. If you could have any other luxury item named in your honor, what would it be?
If I could have a luxury item named after me, it would have to be a Cartier watch like Maria Felix called la Deena!
What is your secret to a perfect ensemble? The secret to a perfect ensemble?
Two things: before leaving the house remove one item, the other is feeling confident in whatever you’re wearing!
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