BY YANA MURASH
The abaya is an important part of a woman’s wardrobe in Saudi Arabia. Alice Giani Margi puts her Italian tailoring spin to abayas and makes them luxurious and one-of-a-kind.
As an Italian living in Riyadh, Alice Giani Margi is inspired by real women and their real needs and dreams. She founded the eponymous Modest Fashion abaya label in Milan, the heart of the fashion world, with the goal of merging the quality of iconic Italian tailoring and the value of modesty into a unique collection of timeless garments. Alice combines traditions and heritage with a modern vision in order to create clothes that all women can wear and style.
How did you become an abaya designer and how did you become a part of the Saudi fashion market?
When I moved to Riyadh in 2009, I needed to wear a practical abaya that could fit my busy lifestyle. I started designing to create a collection of luxurious yet comfortable abayas that are 100% hand-made in Italy. I founded my company in Milan and my signature sport abayas soon became a success, not only in Saudi Arabia, but in the Middle East, Europe and USA as well.
What are your inspirations when creating a new collection?
My creative process has different phases: it usually starts from a story that inspires me and inspires a message that I want to deliver through my creations. Since my mind is like a white canvas, I like to isolate myself and I don’t look at the work of other designers in order to keep my work genuine, true, original and most importantly free from influences.
Do you feel that the abaya will still be on top of trends in the Middle East?
Abayas are still very relevant nowadays. I believe that Modest Fashion is above trends and my goal when designing a new collection is always to create timeless garments which emphasize the beauty of the woman who wants to dress modestly.
Tell us about your Sporty-Chic Abaya Collection.
My sport abayas are definitely the ones that are closer to my heart and are now my signature creation. They are made with innovative Italian fabrics that are stretchy, transparent, wrinkle-free and are guaranteed to last with you for years. The use of zippers, functional hoods and pockets makes them the perfect partner for modern women on the go and the minimal Italian touch makes them suitable for all occasions and styles.
What fashion events did you participate in recently?
It was an honor to be among the Modest Fashion designers selected by the Islamic Fashion Design Council this year. I also had the opportunity to showcase my “Nero Sublime” collection on the runway at Torino Fashion Week last June and the show was a great success.
Where can we purchase your abayas?
You can check our collections at www.alicegianimargi.com. Ordering is done online via email info@alicegianimargi.com or Instagram @alicegianimargi. We ship worldwide. We like to give consultations to our customers and follow the whole process with extra care and attention towards the client’s needs. We believe in quality, not quantity.
Any fashion advice for our DQ Living readers and Riyadh fashionistas?
My advice is to always stay true to yourself and your style. Find your “uniform”, buy a few good quality pieces you can mix and match and wear garments that make you feel confident. It’s all about the attitude.
