FOUNDED BY TWO OMANI SISTERS- NADIA AND LUBNA, ENDEMAGE IS A PORTRAYAL OF THE CACOPHONIC HARMONY BETWEEN THE EAST AND WEST THROUGH FASHION.
In conversation with Aashka Iyer
Fashion cultivated itself in the minds of these girls at a young age. “As a teenage girl I would love to dress up and go into my mums wardrobe looking for dresses I could fit into, my interest grew when my mom and aunt opened up a local fashion boutique in Muscat where I would spend me free time playing around with the materials and designing my own outfits.”
The sisters render their contrasting tastes to their creations by converging their styles, Nadia’s boldness and Lubna’s simplicity, into every creation.Lubna starts off the designs and once they are almost ready Nadia adds her final touches with embroidery or detailing.
The fashion house, highly influenced by the rich cultural heritage and traditions of Oman, derives its inspiration from the nature and architecture around the country. Their latest collection- AW15- is inspired by the majesty of the Arabian Oryx. “The embroidered motifs in the collection were inspired by the horns seen on the Arabian Oryx.”The pieces showcase earthy colours to depict deserts and navy blue and deep purple to depict sunsets. The colours in the pieces are kept subtle and fresh in order to compliment their simple silhouettes.
With an aim to internationally represent Oman in the next 10 years the label is growing at a fast pace. “It is always challenging in the beginning especially since we are in a region where fashion is still a growing market. We are still working hard to achieve international standards.”