Lady Fozaza — the queen of fashion social media

Social media fashionista and fashion blogger Anoud Badr is the designer behind the fashion brand Lady Fozaza, launched in 2011 featuring an exclusive collection of statement blazers worn by celebrities like Kim Kardashian and Lebanese pop singer Nancy Ajram.
Badr, half-Saudi, half-Lebanese also designs abayas, and has recently launched her Lady Fozaza abaya collection. “Most recently I have also been working as a jewelry designer. I’m a fighter, a dreamer, a believer and a voice for women with passion all over the world,” she said.
Arab News met with the Dubai-based trendsetter and talked about her abaya collection, her brand and future plans.

Tell us a little about Lady Fozaza.
Lady Fozaza was born out of a lifelong passion, inspired by my upbringing, my lifestyle and my surroundings. The name Fozaza belongs to my late aunt who was such an incredible inspiration to me and whose passions and dreams I hope to keep alive through my work.

You have started your brand with blazers and now abayas, why is that?
I love designing blazers as they are timeless and will never go out of fashion. With the abayas, I felt there was a gap in the market for a collection that appeals to all fashion lovers, who are modest dressers but very trendy at the same time. I always strive to give my audience something new, fresh and exciting, and my designs are always evolving as I continue this fashion journey.
Tell us about your abaya collection.
It’s a 15-piece collection with a variety of styles that retail between AED 1,500 to AED 2,000. The idea was to create a line that was unique and excellent in quality but affordable too. This is my second abaya collection in collaboration with Abeer Al Suweidi, owner of USH boutique where my designs are exclusively sold in Dubai.

What were the difficulties you faced when designing the new line, knowing blazers are completely different than abayas?
Unlike blazers, abayas have no structure so are harder to design to make them look more flattering. So much time and passion went into my abaya line and I hope I have achieved this through the fabrics, patterns and cuts of my designs.

What inspired you when designing the abaya line?
The fact that I am Saudi and abayas are a huge part of my culture and I also wanted them to reflect a more approachable and fun aspect. This particular line was inspired by my most recent Lady Fozaza blazers, the 2014 capsule collection.

How do you want your client to feel when wearing a Lady Fozaza abaya?
The designs are truly unique and I hope the women that will be wearing them will feel confident, edgy and trendy while still respecting local traditions and cultures.

How would you describe your style of fashion and your designs?
It’s a bit of ‘rock’ and a lot of ‘runway’. My personal style has evolved over the years based on how much I’ve grown as a human being and a designer. It tends to reflect my journeys, accomplishments and life lessons. Lately it’s bold and with a hint of femininity.

How far in advance did you work on your collection and how was the process?
It’s hard to say how long it takes to design a collection because each piece goes through several trials and fits before I can decide on the final touches to perfect it.

Do you think the GCC market is a competitive market when it comes to abaya designing?
The dynamism in the Middle Eastern market means there are so many talented designers creating wonderfully unique pieces. I don’t see it as a competition but rather as a support network of designers encouraging each other to innovate.

What are the fabrics, materials and colors you used in your abaya line?
I used to get the fabrics from my travels earlier but now I like to add my personal touch and put more effort in making my own fabrics for my designs. I like prints and I think they reflect my style and unique design.

What was the feedback from women about your collection?
The feedback has been amazing and everyone has been so supportive for which I am thankful. I love being an inspiration to women and the e-mails and comments I get from fans make every single thing I do totally worthwhile. I appreciate every moment of this journey.

What are you working on right now?
So many things! My biggest news is the announcement of my new YouTube channel Fozaza TV which is so exciting. The show is a personal interaction with my audience, no filters, no editing, no script – just me. You can expect behind the scenes footage, Q&A sessions, hangouts, competitions, giveaways and much, much more. It’s a fashion journey about the different struggles and accomplishments one goes through trying to make their dreams come true.

What is the role of social media in marketing your brand?
Social media has played a significant role in marketing my brand; it essentially acts as an online catalogue. Instagram is a fantastic tool and pictures are extremely powerful, but FozazaTV takes this to a whole new level, allowing me to communicate with my fans globally and like never before.

Where do you sell your abayas and where do you wish to sell?
There are plans to sell the abayas online through my website so do keep checking www.fozaza.com and follow me on Facebook and Instagram @fozaza to get all the latest news! For people living in Saudi Arabia and the rest of the GCC, all they need to do is contact USH boutique who can help arrange for delivery.
Badr has recently announced the launch of her new YouTube channel, FozazaTV.
Badr, who is among the top five most popular local fashion figures on social media, has teamed up with YouTube to offer the first online ‘reality fashion’ channel of its kind in the region that will deliver recurring shows and episodes directly to passionate fan communities. Three days after the launch of the channel, it racked up hundreds of thousands of views on YouTube.
Fozaza TV offers ‘behind the scenes’ content of the young Arab designer’s day-to-day life as she teams up with international and local brands and launches new product lines, like her latest venture designing Lady Fozaza abayas and women’s jewelry collection with L’Azurde.
“I see more and more brands creating compelling content on YouTube and people with creative ambitions become stars in their own right,” she said. “I’m very happy that I’m now part of that global community. I have the chance to continue doing what I love and share that with people in a whole new way,” she added.
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