The latest collection features refined silhouettes and thoughtful craftsmanship

In recent years, a new generation of Emirati designers has been redefining modest fashion, blending cultural heritage with a contemporary global perspective. Among them is Sharifa AlHashemi, founder of the Dubai-based label ONORI, a brand known for its refined silhouettes, thoughtful craftsmanship and distinctive details that balance elegance with quiet strength.

Since launching ONORI, AlHashemi has developed a design language that draws on Middle Eastern sensibilities while speaking to a modern, internationally minded woman. For Ramadan, AlHashemi introduces a capsule collection designed to move effortlessly through the rhythms of the Holy Month, reflecting her belief that modest dressing can be both sophisticated and adaptable.
Here, we learn more about the collection and AlHashemi’s views on the evolution of modest fashion in the Middle East and on the journey of building an independent fashion brand in the region.

What was the starting point for the Ramadan collection, and how did you approach designing with the spirit and rhythm of Ramadan in mind?

I started by selecting a linen-silk blend to create a soft yet structured foundation. I chose two toned-down, timeless colours that feel classic and graceful. To enhance the pieces, I added delicate gold detailing at the corners, along with ONORI’s signature dangling monogram fabric buttons. The result is understated yet striking, sophisticated and eye-catching, without being loud. I wanted the collection to embody the softness, beauty, and quiet spirit of Ramadan while still carrying presence. Designing for Ramadan also meant focusing on versatility. The pieces transition effortlessly from daytime gatherings to intimate iftars and evening occasions, with comfort, fluidity, and craftsmanship at the core.

How did you balance elegance and ease when creating pieces intended for both Iftar gatherings and everyday wear throughout the Holy Month?

I carefully selected fabrics with a fluid drape that fall beautifully on the body, offering movement and elegance without feeling overly revealing. The silhouettes are loose yet refined, maintaining modesty while still looking modern and stylish. I designed long, modest pieces that feel effortless yet elevated. To provide versatility, I introduced boleros that complement the more delicate silhouettes, as well as a cover-up cape dress that can be layered over less-covered pieces. This allows women the freedom to style the look according to the occasion, with or without additional coverage.
I also incorporated pearl and gold chain belts to subtly enhance the silhouettes. The overall aesthetic is soft, elegant, and elevated. Styled with a clutch and heels, the pieces transition beautifully into evening wear, perfect for iftar gatherings and Ramadan events. During Ramadan, our days shift between family, gatherings, and quiet moments. I wanted the designs to move easily through all of that. Pieces that feel polished, but also genuinely comfortable to wear.

As an Emirati designer, how important was it for you that this collection reflects cultural values while still feeling contemporary and globally relevant?

Being Emirati naturally shapes everything I create. The values I grew up with, modesty, elegance, and refinement, are part of me, so they’re always present in the designs without me forcing them. It feels very instinctive. At the same time, I’m designing for a modern, globally aware woman. She travels, she works, she socialises, and she wants pieces that feel relevant anywhere in the world. So it’s about expressing those cultural values in a way that feels current through the cut, the fabric, and the overall silhouette. I’m also very intentional with the colour palette. I make sure to choose classy, subtle, soft tones to elevate the design and make each piece feel even more precious and timeless. I’ve never felt that tradition and modernity clash. When it’s done honestly, they blend naturally, and that’s something I always try to stay true to with ONORI.

ONORI has become known for designing the unexpected. In what ways does this Ramadan capsule reinterpret modest dressing beyond traditional conventions?

What sets ONORI apart is that I always design each piece to be worn beyond a single moment or occasion. While the Ramadan collection is inspired by the spirit of the season, the pieces are created to transition effortlessly into life after Ramadan. The fabrics, silhouettes, and cuts are timeless and versatile, allowing them to be styled for a range of events throughout the year. We kept our signature vintage cuts and decided on minimal, even softer colour palettes. Adding dramatic sleeves and accents to create pieces that feel strong, feminine and modern. Every detail, from tailoring to finishes, is intentional. The pieces in the collection are not limited to the month itself, they are designed to be worn anytime, for various occasions, from daytime gatherings to evening events.

How do you see modest fashion evolving in the Middle East today, particularly as regional designers begin to influence international runways and retail spaces?

Modest fashion in the Middle East is evolving quickly, with designers blending tradition and modernity in fresh, unexpected ways. Cultural motifs, craftsmanship, and thoughtful tailoring are reaching international runways and stores, showing that modesty can be expressive, diverse, and fashion-forward. It is no longer a niche; it is recognized for its creativity, quality, and commercial appeal. Today, modest fashion celebrates identity, creativity, and confidence while making a meaningful impact on the global fashion scene.

How do you blur Middle Eastern sensibility and global fashion aesthetics within your collections?

At ONORI, I draw on Middle Eastern heritage, using embroidery, rich fabrics, traditional silhouettes, and pearls, which appear on almost every piece as a signature. I reinterpret these elements through a modern, global perspective, balancing respect for tradition with a desire to innovate. Each piece begins with a story or mood, and we explore structure, texture, and subtle details. The result is clothing that feels rooted in culture while connecting with women everywhere, creating a dialogue between local identity and international style.

As the founder of an independent fashion brand, what have been some of the key challenges you’ve faced building ONORI in the regional market?

Building ONORI in the region has definitely come with its challenges. One of the biggest has been balancing my creative vision with the realities of production while keeping the quality and detail we’re known for. Finding skilled artisans, managing supply chains, and keeping consistency across pieces takes a lot of focus.

Another challenge has been establishing ONORI’s identity in a competitive market and connecting with women who appreciate both heritage and modernity. Growing the brand internationally while staying true to our Middle Eastern roots has been a delicate balance, but it’s also what makes building ONORI so rewarding.

How has your experience as a businesswoman shaped your creative decision-making?

Being a businesswoman has taught me to approach creativity with both intention and practicality. When planning seasonal collections like Ramadan, I think not only about the story and design, but also about wearability, how easily each piece can be styled and transitioned from day to night. Every detail, from fabric selection to fit to finishing touches, is carefully considered to ensure the collection feels cohesive, purposeful, and true to ONORI’s vision.

At the same time, I design with longevity in mind. The goal is to create timeless investment pieces, unique, elevated designs crafted with high-quality materials that look and feel luxurious. Each garment is meant to be a lasting masterpiece, something women cherish in their wardrobes for years, knowing it is worth the price because of its craftsmanship, distinctiveness, and enduring elegance.

Looking ahead, what is the future for ONORI?

I see ONORI continuing to redefine modern modest dressing by blending innovation with tradition. We want every piece to feel contemporary and wearable while carrying elements of our cultural identity, like embroidery, pearls, and thoughtful tailoring. It’s about creating clothing that empowers women, celebrates femininity, and sparks confidence without losing our roots. This year, we’re focused on expanding our seasonal capsules, exploring new textures and silhouettes, and strengthening our presence internationally. We’re also working on collaborations and special pieces that highlight craftsmanship and heritage in fresh, unexpected ways, all while keeping the signature ONORI elegance and attention to detail.