Dubai – Today, the landscape for young designers launching their own labels is one of intricate balance. They face the challenge of merging cultural relevance, innovation, social representation, sustainability, and community-building while staying true to their unique design voice. These emerging talents must not only create clothing that captures attention but also speaks to the changing world around them.
Since debuting her self-titled fashion label in 2015, Saudi designer Arwa Al-Banawi has successfully navigated this landscape, showcasing an intuitive blend of style and social awareness. As she steps into a new chapter, her brand has undergone a transformation. The name has been shortened to ARWÁ, a move that Al-Banawi says is designed to increase the label’s global recognition. Alongside this rebranding, the designer has launched an updated e-commerce platform and a new collection featuring versatile separates that seamlessly transition from day to night.
“We always had the plan to evolve the brand over time,” she explains. “The goal was always to make the name shorter for easier recognition, especially internationally.” The new collection also embraces an inclusive message, starring 70-year-old Swiss model Gabriela Rickli-Gerster in a vibrant campaign, symbolizing both the timeless and universal appeal of her designs.
Although the brand’s visual identity has evolved, the core elements remain: impeccable tailoring, sophisticated cuts suitable for modest dressing, and a clear message of empowerment. Al-Banawi’s work transcends trends; it is a refined expression of her original vision for modern femininity.
“I want women to feel confident and comfortable, no matter what they wear,” she states. “Even when dressing modestly, I believe they should still feel stylish, cool, and empowered. This is the essence of my brand.” Al-Banawi emphasizes how her personal values shape her work, especially as an Arab designer who deeply connects with the notion of modesty and comfort.
Born and raised in Jeddah, Al-Banawi’s international experiences have undeniably influenced her design perspective. Her childhood involved frequent travels, especially to Switzerland and Germany, which played a significant role in shaping her unique blend of East-meets-West design aesthetics. But it was her parents' love for art and fashion that truly ignited her passion for design.
“My parents were always involved in art, and my mother had an incredible collection of fashion magazines dating back to the '80s,” she recalls. “I grew up surrounded by the rich history of fashion, learning about iconic houses, and developing a deep understanding of fabrics and style from her closet.”
For Al-Banawi, fashion is more than just a way of dressing—it’s a form of expression that transcends external appearance and resonates deeply with one's identity and aspirations. Her designs are not just pieces of clothing; they are extensions of the wearer’s personality and vision. Featuring flowing maxi dresses, delicately embellished pieces, and kaftans that pay homage to her mother’s elegance, the collection also includes strong, tailored pieces like belted blazers and a monochromatic trench coat adorned with Arabic calligraphy, a tribute to her father’s love for sharp tailoring.
Her design philosophy is an emotional journey of self-expression, one that allows Al-Banawi to reflect her personal narrative through her creations. She approaches each piece with a deep sense of purpose, ensuring that it can transcend boundaries and cater to women of all walks of life. “Fashion is my medium to express myself, to share my story, and have fun with creativity,” she says, highlighting the joy she finds in her craft.