fashionality GR AIN Fatma Algharabally By bazaar staff
Innovative thinkers rattle minds when attaining the unfeasible, while innovative fashionistas renounce the ordinary mold of what is ‘stylish’. That’s what Fatma Algharabally, founder and curator of the nouveau GRAIN boutique set out to do. Between a demanding career and devoting her time to family, it’s amazing how her passion towards emerging designers materialized into this unique, urban space. Always having an eye for fashion, Fatma especially appreciated designers with a different vision, those who wish to create something new, unexpected, and bold enough to even puzzle people if need be. She adds, “the market in Kuwait is large, we have everything from ‘High street’ favorites to luxury high-end brands, but ‘bridge line’ brands, products that are more innovative than high street brands, 68
were definitely missing. We always wait for these designers to become recognized as high-end before they arrive to Kuwait.” The wait is now over, as GRAIN is now home to an eclectic mix of emerging and established designers from all corners of the world. Not only does she hand-select the pieces she chooses to sell at the boutique, but Fatma oversees all aspects of the operations, from marketing, merchandising to personally meeting with the designers to discuss their collections. When asked about her competition, she does acknowledge the presence of other renowned, homegrown multi-brand stores, yet Fatma believes that her curated selection of bespoke designers speak to a specific customer base that seeks the extra-ordinary in fashion,
commenting that “Thinking outside of the box—that’s what I strive for when looking for designers. I look for pieces that are high in quality yet inimitable in design. With GRAIN, we’d like to offer an experience that is unique and attuned to the nuances of a young and creative customer, with brands that, although known to a select few, have great potential to simultaneously grow with us in this market.” Inspired by concept stores like Opening Ceremony in New York City, to the eclectic Colette in Paris, GRAIN emerged as a possible dream for Fatma. “This is what excites me the most, seeing small visions become realities just like these new designers I choose to work with. These are all very well educated in the field of fashion and design, emerging, gaining recognition from renowned fashion magazines and building a household name.”
Fatma continues, “As excited as I am about GRAIN, I love that these designers are equally excited about working with us, exploring a new and interesting market like the Middle East.” These brands include the likes of Anna October, named by US Marie Claire as one of 10 Eastern European Designers To Keep on Your Radar, Ann Sofie Back, recently awarded the “designer of the year” award at the ELLEgala, intriguing design duo Ostwald Helgason, and the sensational J.W Anderson, awarded with the Emerging Talent Award – Ready-To-Wear at the annual British Fashion Awards. Other designers include Josh Goot, Ohne Titel, A Detacher, MASC, Hexa By Kuho, Maria Francesca Pepe, FAUX Real, Bex Rox, and Hyde’s. Expect the same with the design at GRAIN; bold, modern, sophisticated, architectural, a far cry from dainty