An idea blooms as true couture

An idea that has always been on Lujaina Mohsin Darwish's mind has now become a reality in the form of Al Sadaa Haute Couture.

The grand launch of Al Sadaa Haute Couture, held at the St Regis unveiled Al Sadaa’s debut collection, ‘Be You’ — a stunning tribute to confidence, authenticity and timeless femininity.

Al Sadaa Haute Couture as a brand stands as a luxurious haven where virtuosity, heritage and creativity converge, redefining modern couture and setting a new standard for elegance in Oman.

The exclusive grand opening gathered the fashion enthusiasts, regional celebrities, high-profile guests and discerning fashion connoisseurs. Guests were captivated by the runway unveiling of the 'Be You' collection, a series of exquisitely handcrafted pieces that celebrate grace, strength and individuality.

The show featured 20 bespoke creations, each adorned with luxurious silhouettes, intricate hand embroidery and flawless finishing, crafted to perfection by expert artisans. Adding to the glamour of the evening, renowned Arab stars Ruwaida al Mahrouqi, Viviane Mrad and Alaa al Hindi performed.

“Al Sadaa was born from a desire to create a brand and aesthetic that resonate with the essence of the modern woman — one that captures the harmony between strength and softness, confidence and grace”, said Lujaina.

“To me, Al Sadaa is more than couture; it is an expression of art, emotion and identity, brought to life through craftsmanship and storytelling. With our debut collection, ‘Be You’, we celebrate the timeless beauty of authenticity and the power that comes from embracing who you are and wearing your individuality with pride and elegance”.

According to the team, the ‘Be You’ Collection reflects the brand’s signature philosophy: true couture begins with emotion and the collection found inspiration from Omani heritage, Islamic and geometric motifs; and the harmony of nature, blending tradition with modern sophistication.

"This idea has always been on my mind", said Lujaina.

Crafted from luxurious lace, brocade, mikado, crepe, tulle and chiffon, every garment is handmade with meticulous attention to detail, featuring delicate embroidery and beadwork that showcase the artistry and patience behind couture craftsmanship.

The collection moved through a palette of soft neutrals and bold, expressive tones, symbolising the many dimensions of womanhood, from quiet strength to radiant confidence. Each piece is designed not just to adorn, but to empower, reminding women that elegance begins with being unapologetically themselves.

Al Sadaa designs celebrate the modern woman — confident, graceful and authentically herself.

"Women are always into fashion, nice dress codes and colourful costumes.

I have always been thinking, do I do it? And if I do, what is my theme?" She pointed out that she is a proud Omani, "And we have made sure that whatever production is there and in any future plans for the boutique, it will have Oman’s identity. So the boutique will have both — the traditional and cultural designs as well as the modern look. So people who are into traditional designs will have that and people who prefer modern designs will have their choice too".

Currently there are three international designers. But in the future, they will have Omani designers too.

“In the future we will have Omani designers and there are many talented Omani designers. The second plan is to go international, although it is too early to say it. The aim is to participate globally and attend international fashion weeks. This is what I really hope for", she explained.

With the unveiling of Al Sadaa Haute Couture and its inaugural collection, Be You, the brand begins its journey to establish a new standard of luxury and sophistication in Oman, one that honours culture, celebrates individuality and redefines what it means to wear true couture.