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Photo: Rania Shamas | Courtesy

Rania Shamas Cultivates Arab Renaissance in Global Fashion

Rania Shamas leverages over two decades of luxury and lifestyle retail experience to help Arab designers thrive in the global fashion economy.


In the global fashion industry where European and American trends often take center stage, a new thread of global influence has woven its way through the fabric of international runways. As an Arabic business coach and consultant, Rania Shamas aims to influence the runway and the narrative across MENA and GCC regions by propelling Arab designers into worldwide renown.

Rania leverages over two decades of luxury and lifestyle retail experience to help Arab designers thrive in a Euro-centric global fashion market. Inspired by her daughter Myriam, who has Down syndrome, Rania recognizes the diverse nature of beauty through her daughter’s unique qualities, which led her to advocate for fashion industry inclusivity and celebrate every kind of beauty.

Her keen eye for talent and passion for diversity, inspires her to confront the lack of Arab international fashion designers through advocacy, mentorship, and support to foster global recognition. From traditional kaftans to signature scents like musk, amber, and oud, she is dedicated to showcasing exclusive Arab creations.

“Celebrating the efforts in constructing and embracing an inclusive life ensures that individuals with determination feel loved, empowered, supported, and thrive in their journey.” This ethos permeates through her work with C-Suite executives to royal families and small-scale entrepreneurs. Her dedication to inclusivity has no boundaries and impact on the fashion industry.

“I team up with leaders to help local designers define their brand and products, blending traditional innovation with sustainability.”

As a business leader, she also aims to bridge inclusivity with environmental responsibility through sustainable practices from design to production and consumption. “I team up with leaders to help local designers define their brand and products, blending traditional innovation with sustainability,” she shared.

The increased representation of Arab designers in events such as the entry of luxury department store, Harvey Nichols into the Dubai market is one exemplar of her work. She has also played a pivotal role in supporting the Abaya concept, one of the Islamic world’s most significant pieces of women’s clothing, during Ramadan which contributed to the creation of more inclusive marketplaces.

Consumers, now more than ever, actively seek styles that represent a broader spectrum of cultural influences. London College of Fashion graduate Nelly Rose emphasizes the potential of the Arab cloak dress, “It has become a global market. You know that you are enabling a piece which can be worn by any woman in the world and is inclusive of all beliefs.”

The reshaping of consumer preferences has fostered an environment where diversity is not just celebrated but expected. As the demand for inclusive fashion continues its upswing, more brands are embracing a future of compassion and inclusivity.

In a world where style shapes cultures and influences perceptions, trendsetters and tastemakers like Rania Shamas are catalysts for lasting change, and advocates for the Arab fashion industry’s prominent position in the global fashion economy through continued representation of diverse, inclusive, and sustainable fashion.

 

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