Fashion with a message
Here at Emirates Woman, we love fashion, especially if it comes out of the region. We are always on the look out for new up-and-coming designers and labels from the region. Through our search, we have stumbled upon emerging Kuwaiti streetwear brand, Claudette, founded by Layan Al-Dabbous in 2018.
Emirates Woman interviewed Layan to know the inspiration behind the brand and her pieces.
Tell us the story behind the brand’s name.
When I first spray painted the character on a surfboard in my apartment and took a few steps back to look at my creation the name Claudette just seemed to fit so well!
When did you launch Claudette the Brand? What pushed you to get into fashion?
I launched Claudette in November of last year while I was doing my masters in New York. I’ve always been so intrigued with the creative minds that shape the fashion industry and definitely saw it as something I’d want to be a apart of; but even more than fashion Claudette was about creating a movement.
What makes fashion a tool of empowerment to you?
I love streetwear and it’s always been my choice of clothing for pretty much every occasion, my friends will be like “ Layan we are going to dinner … a hoodie really?!” , but I always dressed exactly how I wanted to and I feel that’s important and empowering at the same time. I took this same concept and applied it to Claudette. The clothing is uni sex, oversized at times , there are a lot of fun pieces with witty phrases.
How does your clothes shed light on mental health and celebrate youth?
For my first pop- up here in New York I wanted the drop to be very personal so I took something I struggle with (anxiety) and well as so many others and wanted to talk about it. I created shirts that said “check on your friends”, “you never call”, “text me” to show the importance of making sure the people around you are doing ok. Sometimes just asking someone if they’re good and having a conversation can help in more ways than one. Claudette as a whole was created to celebrate youth, this is the generation that can really help shape new change in the world , I wanted the platform to help motivate that.
What is the creative process like? How is the idea for a new collection born?
For me I like to be a lone, have some of my favourite songs playing , a blank canvas in front of me and some spray paint and paint markers and allow the creative process to take charge. When coming up with new ideas , for me they usually start on canvas and then I transfer it to the clothing. The idea is usually something I’ve been thinking about a lot in the moment, something I’m going through that I feel could be relatable, and anything that inspires me in day to day life.
How much does your background and culture inspire your clothes?
My background and culture inspire me a lot for sure . I grew up in Kuwait and I think that’s where my love for the beach came from. Some of my best memories of being a kid with my friends were there. This comes out a lot especially with my pop ups. I love incorporating palm trees and waves in whatever way I can. I also put them on a lot of the clothing as well. Kuwait has always had a lot of creative energy flowing through the country . So many of our best restaurants for example were created by locals and a lot of our best chefs are Kuwaiti as well. The country also has boutiques and concept stores started by locals as well , just to name a few of the amazing projects started by creatives and business savvy individuals from back home. This energy and drive definitely rubbed onto me and inspired me to go for my dreams.
How do you challenge gender roles through your fashion?
I feel like everyone should be allowed to wear whatever they are comfortable in , if it makes you happy … wear it !
What has been your biggest challenge so far?
Some of the challenges were things I felt a lot in the beginning with having to make sure I really believed in myself and didn’t doubt what I was doing. It’s always daunting when you push yourself outside your comfort zone, but the results are very much worth it.
How do you power through a creative block?
I like to take time for myself , meditate , take a trip anything to really centre myself and allow my creative energy take over.
Who would you say is your fashion inspiration?
My fashion inspiration comes a lot from New York and being surrounded by so much art, authentic styles, colours, energy… just the whole vibe
How do you want the people who wear your clothes to feel?
I want them to feel like they are part of something, a community of people who are powerful , have a voice and stand strong
What has been your biggest achievement to date?
The New York pop – up because it was my first it holds a really big place in my heart.
How can people get their hands on your clothes?
I’ve been selling exclusively at pop-ups but should definitely have the website up soon !
What is next for the brand?
Hmmm a pop -up in Dubai ? stay tuned many things on the way !
