ASJAD

Shamma Majjan, the force behind Dubai-based Asjad, brings a powerful new collection to the runway at Dubai Fashion Week. Fluid lines and sculpted forms intertwine, as intricate embroidery and lush fabrics come together in a story of feminine strength.

Drawing from the wells of heritage, each piece becomes a personal expression, an ode to the woman of substance and self-assuredness. Innovative patternwork and deft tailoring create bold silhouettes that command attention, yet invite intimate appreciation.

More than a seasonal debut, Asjad’s showcase heralds an evolved Middle Eastern aesthetic, one that moves with purpose, speaks with craft, and lingers in the heart long after the lights go down.

ABSENT FINDINGS

Alberta Ferretti was born in Gradara and spent her childhood in her mother’s tailoring shop in Cattolica, immersed in

the Fellinian atmosphere of 1960s Emilia Romagna, where, surrounded by fabrics, she developed a great passion

for fashion.At 18, she opened her clothing store, Jolly Shop, where, in addition to various brands, she also sold garments

she had created and made herself. In 1974, when she realized the growing interest in her creations, Alberta Ferretti

understood that it was time to produce a collection under her own name.In 1980, she founded, along with her brother

Massimo, the company Aeffe S.p.A. and the following year, she officially debuted on the Milanese runways, immediately

achieving great success with her romantic and feminine style.