DAS Collection

DAS Collection is a Dubai womenswear label known for reinterpreting the abaya as a fashion garment. Founded by sisters Reem and Hind Beljafla, it designs embellished abayas and eveningwear from its base in Jumeirah.

What is DAS Collection?

DAS Collection is a womenswear label from Dubai, founded by the sisters Reem and Hind Beljafla. The brand is best known for treating the abaya, the traditional outer garment worn by women across the Gulf, as a canvas for contemporary design rather than a purely functional piece of clothing.

Products and positioning

The label describes itself as a glamorous ladies' brand. Its collections have included flowing, asymmetrical silk organza pieces in vivid colours embellished with sequins, as well as dark dresses reworked in crepe satin and tulle. Luxury details such as metal beadwork and pearl white embroidery are recurring features.

• Abayas reimagined with couture finishing
• Eveningwear in silk, crepe satin and tulle
• Embellishment including sequins, beadwork and embroidery

Distribution

DAS Collection operates from a villa boutique on Umm Al Sheif Road in Jumeirah 3, Dubai. The brand has also presented its collections on the runway at Muscat Fashion Week.

Why it matters

DAS Collection belongs to a generation of Gulf labels that helped turn the abaya into a design category of its own, combining regional dress codes with international eveningwear techniques. For the wider industry it illustrates how modest fashion can be positioned as premium, design-led product for a home market with strong spending on occasion dressing.

Frequently asked questions

Who founded DAS Collection?

DAS Collection was founded by the Dubai sisters Reem and Hind Beljafla.

What does DAS Collection sell?

The label designs contemporary abayas and eveningwear, often in silk organza, crepe satin and tulle with embellished details.

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