Fashion Designer Rayan Alami Is Championing Qatari Creativity On The World Stage
From celebrating individuality to celebrating difference, designer Rayan Alami is looking to start a movement
For Qatari designer, and founder of contemporary brand Authentic Roz, Rayan Alami, fashion is about more than mere looks. 'I've always had a deep relationship with communicating my feelings through clothes,' he tells Bazaar. 'It's a way of channelling something beautiful and visual that remains unspoken. Fashion is a great way for me to give voice to that energy.'
With an aesthetic vision that brings together facets of different cultures – think Italian refinery, Japanese silhouettes, and Moroccan textiles – it's a brand with a truly international outlook and one that celebrates what unites, rather than what divides, us; an increasingly important philosophy in today's fractured landscape. As a Qatari with strong ties to both Morocco and Brazil, living in the US and showcasing designs in Europe, that sense of creativity across boundaries is bound up in the designer's DNA. 'Our goal at Authentic Roz is to inspire each person to pursue their best selves. Here, being different isn't just accepted – it's celebrated. We want to foster a space in which everyone feels confident in their uniqueness, empowered to embrace who they are, and energized by the collective pursuit of something greater.'
That exploration of culture plays out in fabrics, silhouettes, and colour palettes. 'Each element is an important means of communicating the cultural traits of the brand', says Rayan. 'The latest collection is inspired by earthy elements – you've got beige, which is reflective of the Qatari desert; terracotta, which represents the earthy rocks of Morocco; white and green, which to me reflect the peaceful, verdant landscape of Japan. All these elements are diverse yet interlinked and connected.'
That focus on landscape is met with an appreciation of the importance of environmental sustainability. 'Our carbon footprint is something we take very seriously, as is the ethical nature of the business,' he says. 'We consciously minimise fabric waste and select fabrics that are more environmentally sound. Currently 80 per cent of our leather is vegan. All of our cotton and denim is organic. The fashion market is saturated and it is crucial that emerging and established brands alike take steps to create collections in a way that is sustainable; as well as to foster ethical working practices that value people.'
Earlier this year, the brand unveiled its latest collection in satellite shows staged during New York and Paris Fashion Weeks courtesy of emerging talent facilitator The Lab. Runway highlights included the retro Seraph pants in rich terracotta, and the Desert Script distressed jacket, featuring an oversized silhouette with padded shoulders, hand-drawn graphics and a textured heritage print.
'I was extremely grateful to have this opportunity,' Rayan tells Bazaar. 'As a designer, showing in a fashion capital like Paris is incredibly important; it allowed me to experiment more and to really share the message of the brand with audiences – to explore the psychology and the ethos underwriting our pieces. This of course goes beyond silhouettes and fabrics and into something much deeper. It's about seeing the advantages of difference, championing individuality, and creating something harmonious across cultures.'
As a keen DJ, creating an immersive, experiential show was key. 'I make music, so bringing that into the show in a real and tangible way was very much part of the concept. From the casting of the models, to the lighting design, the playlist, and the clothes themselves, it was very much a layered offering. Less a show, and more of a movement. That experiential quality, whether it's through a feeling or music or the designs themselves or all together, is where fashion is headed.'
Having garnered positive feedback from audiences and support on social media, what is next for the brand? 'We've been approached by international buyers, which is really exciting. The focus now is to grow the brand in an organic way. Our pieces are very different, they are out of the ordinary. It's about reaching the right consumers in the right way. We are currently present in New York and available on our e-commerce platform and our goal is to be present in all urban capitals and to share our message with an even wider audience.'
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