Hend, Ghada and Maha Al Subaey

Qatar Today - - THE TREND SETTERS -

“Qual­ity ex­e­cu­tion is key to en­able us to com­pete in­ter­na­tion­ally."

Look­ing Back

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.

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