Dima Ayad

ls to bold hues. The brand champions inclusivity, offering size-inclusive fashion that embraces femininity as a form of soft power and confidence. Dima Ayad's work has been recognized regionally and internationally, including collaborations such as with Malone Souliers and features in prestigious retailers and fashion weeks. The label is known for its fusion of sensuality and sophistication, with signature elements like metallic accents, ruffled chemises, double-breasted blazers, and elegant gowns paired with rose-hued metallic boots.

Philosophy

The brand philosophy centers on inclusivity and empowerment, designing clothes that celebrate the female form regardless of size, promoting the idea that femininity is a source of soft power and quiet confidence. Dima Ayad believes fashion should serve the woman, not the other way around, and that all women deserve access to well-made, desirable clothes in their size. The label rejects exclusion in fashion and treats inclusivity as a standard rather than a niche or trend. The designs aim to speak for themselves, requiring minimal additional effort to achieve a complete and glamorous look.

Sustainability

Approach: While explicit sustainability practices are not detailed in the sources, the brand's emphasis on timeless, high-quality, and size-inclusive fashion suggests a commitment to creating durable, versatile pieces that transcend fast fashion trends. The focus on inclusivity and designing for all body types also aligns with ethical fashion principles by promoting accessibility and reducing waste associated with limited sizing.

Founders

Dima Ayad, Background: Lebanese fashion designer based in Dubai, founder of the eponymous label established in 2010. She has a marketing degree and a deep understanding of the female form, driven by a personal need for inclusive, size-diverse fashion. She also runs DAC Communications and has been recognized as Best Regional Designer by Grazia Style Awards. Her design philosophy centers on inclusivity, timelessness, and empowering women through fashion.

Background

Dima Ayad launched her label in 2010 after experiencing a lack of fashionable, size-inclusive clothing options. Based in Dubai, the brand quickly gained recognition for its forward-thinking and accessible designs. The label has been featured in international press such as ELLE Arabia, Grazia Middle East, and OK!, and has shown collections at London Fashion Week. Dima Ayad has also collaborated with luxury brands and retailers like Malone Souliers, Saks Fifth Avenue, and Harvey Nichols Dubai. The brand is known for blending Middle Eastern influences with contemporary, modest, and elegant styles.

History

Since its founding in 2010, Dima Ayad has evolved from a personal solution to a market gap into a celebrated regional and international fashion brand. Early recognition included a nomination for Best Regional Designer at the Grazia Middle East Style Awards in 2011 and a capsule prom collection for Saks Fifth Avenue. The brand has maintained a strong focus on inclusivity and timeless design, with collections that incorporate metallic elements and sophisticated silhouettes. In 2022, the brand partnered with Malone Souliers for an exclusive Ramadan-inspired collection. Dima Ayad also runs DAC Communications, a successful brand-consulting business in the UAE.