Life just got chicer

Saudi thobe designer Omar Ashour launched Omar Azure with an in-store event in Life boutique to celebrate a unique collaboration between the two local brands on Monday.
“The idea behind the collaboration is to give more awareness to my brand and my designs to Life’s clientele. Life is giving me the chance to showcase my designs in their store,” said Ashour.
“It was an opportunity to challenge myself to come up with bold and edgy designs that match Life’s style of fashion. I managed to prove to my clients and myself that I can twist my designs and add some edge to them,” he added.
Life is a multi-brand concept store and a platform for designers and brands that are widely known in the fashion industry. “We have brands like Jeremy Scott, Rad Hourani and other well known brands and insiders in the fashion industry,” said the spokesperson of Life. “Life now is becoming a platform for local Saudi designers and brands and we started this off with Omar Ashour for Omar Azure Life because he designs the quintessential Arab garment and it was a great way to launch this new aspect of Life,” she added.
In aesthetic terms, the collaboration was a challenge for both Omar and Life. “Life is known to be very bold and loud in terms of the brands we display and Azure’s style is very settled and sophisticated,” said the spokesperson. “Each of Azure’s thobes will be displayed at Life for a month. For two weeks, tailors will be on hand from 7 p.m. to 11 p.m. to do fittings for the made-to-order Omar Azure for Life thobes.”
Ashour designed eight limited edition thobes for Life. He used light fabrics for the summer weather. “This collection has something for everyone, I used light color shades such as sky blue, camel brown, light grey and white. For those looking for darker shades, there is the royal blue, dark grey and black,” he said. “I used the best I can offer from Swiss and Italian fabric and I made sure the designs are light and elegant for summer wear,” he added.
The limited edition collection is available starting this week for one month only.