Grace of a victorian lady, comfort of modern age

Saudi fashion designer Lama Taher developed interest in fashion and design when she realized she needed a break from academics after receiving her master degree in psychology two years ago.
Taher said the Saudi fashion scene attracted her to it. “I’ve been away for seven years and have just moved back home. It is very clear that young Saudi women today have a very refined sense of fashion and are aware of how to dress,” she said. “In my opinion, the general fashion image in the country is slowly shifting from over-dressing and extravagance to simplicity and true elegance,” she added.
Her fashion line ‘Lum’ gets it name from the nickname Taher’s father gave her. “My father is my mentor and best friend; plus the name is simple and feminine, so it goes perfectly with the image of the brand,” said Taher.
“I started designing cotton T-shirts and casual tops with a feminine touch in our first collection. Then based on demand, I was asked to design abayas for several loyal clients. When that trial period proved to be successful, I launched an abaya line. Before Ramadan 2011, I designed a few thobes to cater to the market’s needs and that turned out to be successful as well. I like to cater to the needs of our clients,” she added.
Lum’s designs are a perfect blend of modern and traditional features that have a feminine and stylish touch to them. “It’s easy blending between them because our culture dictates the type of outfits we wear; for example abayas and Ramadan thobes, both of which play with colors and fabric, and have a modern touch,” she said. “I love mixing and matching colors and fabrics until I get the right combination. To me, designing is like playing a puzzle. There is a right color for every design and a right cut for every fabric,” she added.
Taher aims for her clients to feel effortless elegance when they wear her designs. “A great piece of clothing, in my opinion, is one that makes a lady look like she didn’t try too hard to stand out yet makes her look very elegant and feminine,” she said. “Old movies and Audry Hepburn inspire me when designing a new line,” she added.
Lum’s new collection is all about lace and pastel colors reflecting the summer trends. “Our new collection has a variety of light, casual cotton designs suitable for daily wear and elegant silk and chiffon designs for fancy evening gatherings, catering to a variety of occasions,” said Taher. “We’ve launched seven collections so far, the last one being the LUM Ramadan 2012 Collection.”
Lum’s designs are graceful, elegant and very feminine, according to Taher. “Simplicity is beauty, therefore we add only one or two pieces of delicate lace, sequins or embroidery to flaunt the item’s beauty,” she said. “Ramadan thobes and dresses are the closest to my heart when it comes to designing because it gives me the opportunity to be more creative with structure and style,” she added.
Taher said designing a collection takes about three to four months. “Brainstorming for designs and buying fabric is a continuous process that takes place all year round. Lum is my addiction; I am constantly working on it,” she said. “Our new collection is all about lace and pastel colors. Lace has always been Lum’s signature, and since pastel and pleated chiffon are in this season, we’re enjoying adding them to our collection.”
Taher believes the Saudi market is a saturated one when it comes to designing Ramadan thobes and abayas.However, local designers and competition is scarce in elegant causal wear and evening dresses.
“I am a perfectionist. Perfectionism has a lot going for it. For one, it’s common to have perfectionist clients, and that can be a huge headache if you’re not a perfectionist yourself,” she said. “Working with someone who insists on getting every single detail the absolute best can be easier if you share the same outlook. This also helps me have higher personal standards,” she said.
“A more streamlined work process, a more polished end result, better attention to detail and fewer fixes are necessary later on. I am also imaginative, which helps me create innovative designs for each collection,” said Taher
The challenges she faces are basically two; the first is to find the right balance between her artistic creative self and her scientific professional pursuit; and the second challenge is managerial; it is hard to find and retain qualified proficient helpers.
Taher says the reason behind Lum’s success is their client’s constant support. This is due to constantly catering to their needs and assuring their satisfaction.
Taher is looking to open a boutique in Saudi Arabia and wishes to expand to other countries, such as, Kuwait, London and Paris.

For more information, please visit: www.facebook.com/lum.riyadh
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Email: rima.almukhtar@arabnews.com