Emirati Designer Shatha Essa Blends Heritage and Modern Style

DUBAI — Emirati fashion designer Shatha Essa has become a rising star in the luxury fashion world, combining local traditions with modern elegance. Since launching her womenswear label in 2017, Essa has steadily built a brand that honors Emirati culture while appealing to a global audience.

“My roots are central to everything I create,” Essa told Arab News. She explains that growing up in the UAE, tradition and style were always part of daily life. From family gatherings to national celebrations, clothing carried meaning. Even school uniforms, she says, had cultural significance.

A turning point in her career came when she met the late Italian journalist Franca Sozzani, the longtime editor of Vogue Italia. Essa recalls, “Seeing how people react to fashion creations confirmed that design could be a powerful language. That moment solidified my dream of becoming a designer.”

Before launching her brand, Essa was influenced by her mother and local artisans skilled in traditional Emirati embroidery and tailoring. She also gained industry insight while working at Dubai Mall, observing global fashion houses and learning how to balance creative vision with real-world challenges.

Essa highlights three important lessons from her early years in fashion. First, she stresses the importance of understanding business, finance, and accounting to plan strategies and long-term goals. Second, adaptability is key when working with suppliers, manufacturing teams, and clients from different backgrounds. Third, she emphasizes brand discipline — maintaining consistency in story, values, and quality is as important as the designs themselves.

Essa’s womenswear line was created with the goal of expressing contemporary Emirati femininity while celebrating heritage. She focuses on crafting pieces that empower women through elegant tailoring, subtle storytelling, and cultural resonance. Her designs are modern but rooted in tradition, allowing women to embrace both heritage and style in their everyday lives.

Essa’s latest collections continue this vision, combining timeless craftsmanship with fresh design ideas. Her work demonstrates that fashion can be both meaningful and stylish, connecting local heritage to the wider global stage.