Indian designer Beena Soni at the 14th Heya Arabian Fashion Exhibition. Pic: Amna Pervaiz Rao / The Peninsula
DOHA: Beena Soni is back with the most bright-coloured jalabiya collection at the 14th Heya Arabian Fashion Exhibition.
The brand ‘BEENAS’ combines Arabic tradition with modern fashion. Each jalabiya by Soni is an individual work of art in terms of technique, design, material and cuts.
Dazzling wedding dresses with swarovski touch and matchless colour scheme are also being displayed and sold at Heya Exhibition this year by Beena Soni.
Talking to The Peninsula, Soni said: “Every year it’s an arduous job to meet the demands of my Qatari customers here. The collection, I brought this edition, is based on bright-colours. The collection meets the demand of ‘Heena Night’ dresses which were ordered the most in the last edition.”
“My local customers demand for bright coloured jalabiyas with classic motifs. We have focused on golden and silver hand embroidery as the wedding season is around the corner. The colour combinations are mostly in earth tone and bright colours,” Soni added.
‘BEENAS’ have launched skirts with tops this year to meet the demand of local customers which range from QR8000 to QR10,000. These clothes are designed for weddings specifically. Discussing about her abaya designs introduced this year, Beena, said: “This year I have designed abayas with embroidery as well. These abayas can be worn as jalabiyas and as abaya as well as with scarves.”
The last (13th) edition of Heya Arabian fashion Exhibition was held before Ramadan and Eid this year in April. Customers looked for the perfect pieces which could be worn on Eid and during Ramadan. Whereas in ongoing 14th edition, the customers are focusing on wedding attire more.
Heya Arabian Fashion Exhibition is the most-awaited exhibition for all designers coming from different parts of the world. “Spending few days without my family is not a big cost as Heya is a platform I enjoy the most. My customers are always happy with my work and Heya gives me the opportunity to participate and fill their hearts with joy and pleasure,” Soni added.
Heya Exhibition will open its doors for only ladies on the fourth day today tomorrow at 12pm. A workshop on exploring visual merchandising by Istituto di Moda Burgo will be held at 5pm while another workshop on beauty of the eye by Tajmeel will take place at 5:30pm.
Another workshop on startup fashion: ‘Design your fashion brand identity by VCUarts Qatar’ will be held at 6pm. A forum on ‘The Trending Effects of Social Media’ will be held at 6:40pm
