Hend, Ghada and Maha Al Subaey
“Quality execution is key to enable us to compete internationally."
The label – run by the three Qatari sisters Hend, Ghada and Maha Al Subaey - remains an undeniable case study in the power of social media not only to promote but to conduct commercial transactions; a unique approach that is widespread only in the Gulf countries. It is, nonetheless, less simple than just uploading images and waiting for the likes to pour in.
The Kayys portrayed lifestyle imageries that were highly relatable to women in the Gulf, and created clothing that were appropriately aspirational to these ideals. Every post is calculated and produced, “It is a very personal space to communicate what is inspiring us and to express the vision of the brand,” says one of the designers behind the label, Hend Al Subaey, “It was a lengthy process but was important to create the exact image that we envisioned for the brand.”
The Kayys certainly have found the magic formula in capturing the spirit of the modern Arab woman in their demi-couture offerings. “Quality execution is key to enable us to compete internationally. Social media has introduced us to the world beyond this region and we must show what Qatar is made of,” Hend explains.
She also mentions the overwhelming support they have had from the community. “A lot of our sales come from local girls who make it a point to wear regional designers,” she says.
Ghada bagged the prestigious Young Designer award as part of The Kayys at the 2013 Qatar Arab Woman Awards, while Maha graduated from the Virginia Commonwealth University Qatar last year with a final collection that quickly caught the attention of local fashion retailers.
“I like imperfections; I like the tension, and my designs walk the line between drama and discipline,” Maha says of her creative vision.