Introducing Rituals Reimagined, an evening wear capsule by @wa.dubai
The collection is a dialogue between tradition and modern elegance, where the poetry of nature and the precision of architectural forms meet timeless femininity. Designed to strike a balance between fluidity and structure, each piece feels both effortless and refined. The collection also features elevated mommy-and-me styles designed for life’s unforgettable celebrations.
PRESS | Her Excellency Reem Bin Karam, Director General of @irthicouncil wears @salfa.ae for @villa88magazine
Styling by @mrstapel
Photographer @merzincan
ART DIRECTION | Introducing @olabyohailakhan, the newest addition to the fashion legacy of designer @theohailakhanofficial.
Inspired by her growing love for the Middle Eastern region, Ola brings the same spirit of craftsmanship from her couture brand into a more wearable, versatile wardrobe - designed for the modern woman who seeks understated glamour in her everyday life.
The debut collection, Celestial Skies is now available on @ounass
Art Direction & Production: @feagency2012
Photographer: @daron_bandeira @mmgartists
Hair & Makeup: @ania.poniatowska @mmgartists
Models: Britany & Andrea @fashion_league_uae
PRESS | @phformula_dubai featured in @mojeh_magazine Best Beauty Launches of July ‘25.
Words by @savsmith08
ART DIRECTION | Introducing @mauzan’s latest collection, Chapter 36. Designed not just to be worn but to be lived in, each piece sparks a connection between movement and mood. Soft velvets, hooded jackets and reversible silhouettes are carefully articulated to shift with your rhythm. Chapter 36 is not just a collection. It’s a conversation between instinct and intention. A story written in fabric, made to be worn with feeling.
Art Direction & Production: @feagency2012
Photographer: @greg.adamski
Models: @sam_kiri__ @ocmodelmanagement @georgiapolks @karinmodels_official
PRESS | In celebration of Emirati Women’s Day, @byfatima.h wears @salfa.ae for @elle_arabia
Stylist: @mrstapel
Photographer: @shootmeamer
ART DIRECTION | We’re excited to welcome @shairafashions to the FE family!
The Pre-Fall ‘25 collection blends transitional textures, rich earthy tones and fluid silhouettes; offering a versatile wardrobe. From structured layering pieces to effortlessly draped dresses, each garment reflects the sophistication of fall while embracing the ease of late summer.
Inspired by movement and femininity, this collection celebrates timeless design with thoughtful details, soft tailoring and nuanced color palettes.
PRESS | @myriamaldhaheri wears @salfa.ae in the July issue of @zahrat_khaleej
Styled by @mrstapel
Photographer: @micheltakla_
