Raheel Roudhan, the strategic visionary behind Fabric of Society, is quietly shaping a retail destination that redefines how women in the region approach shopping. As the brand’s founder and CEO, Raheel identified a gap in the market and introduced a carefully curated shopping hub, bringing together established designers and the next generation of labels.
With a degree in Visual Communication from the Gulf University of Kuwait, she possesses an innate understanding of the desires of young women with purchasing power – she is one herself. Driven by passion and purpose, she started Fabric of Society in 2022 to cater to the evolving needs of modern Arab women.
Beyond offering hard-to-find pieces, she has championed young, daring designers who think outside the box – from creatives utilising deadstock materials in their collections to those who intelligently integrate technology while honouring ancient crafts that continue to hold cultural and artistic significance.
When asked about how she actively cultivates a sense of discovery and exclusivity for her Middle Eastern clientele, she explains her process intently. “We work directly with designers to create exclusive pieces and colourways, specifically for our audience,” she says. “We also offer showroom appointments as an alternative way to explore our collections, which makes the shopping experience a little more exclusive and special. It allows our customers to view the items in a different light and experiment with styling options.”
Her focus on blending understated aesthetics with streetwear-influenced labels reflects a thoughtful equilibrium, one that navigates seemingly contrasting styles with ease. At the heart of this approach is her confidence to continuously experiment and evolve.
“As you say, it’s all about balance. We are constantly evolving, too, and adapting to the needs of our customers,” she explains. “I think the common thread is the confidence to explore a mix of styles without being too rigid about it – that’s the approach our customers embrace, and it’s reflected on our site. Who says you can’t shop for a pair of trainers and a wedding-guest dress in the same shopping session? Not us.”
Onboarding new brands and promising designers comes with a sense of responsibility. Raheel’s key evaluation criterion lies in the label’s environmentally conscious approach. “We often meet with the designers to hear their brand stories first-hand,” she reveals.
“If it excites us, then we believe it will resonate even more strongly with our audience,” she continues. “As for long-term viability, we are pleased that many of the brands we brought on during their early stages are now leaders in sustainability within the fashion industry, while continuing to grow.”
The four fashion capitals may influence global trends, but Fabric of Society’s buying decisions are made with a ‘glocal’ perspective. Raheel breaks down the nuances that help them stay ahead of the curve. “Our decisions on what to buy may have some influence from the capitals, but they are much more focused on the women in the Middle East, and therefore we look within,” she says. “We consider how and when they travel, and to where. We also take into account cultural and religious occasions, as well as the climate, of course.”
For someone with a keen eye for spotting the pièce de résistance amidst a sea of luxury offerings, Raheel seeks pieces that extend beyond superficial appeal. For her, the narrative is always paramount.
“We stock a bag brand from Italy, Benedetta Bruzziches. They had a vision to create their bags in their beautiful hometown of Caprarola and were repeatedly told it wouldn’t be feasible,” she recounts. “Fast forward, and they now have a unique and thriving setup that has revitalised the village, employing local women and talented seamstresses who can work from their homes at their own pace. They’ve created a community hub where talent, creativity, and people are central to the brand. Every time I look at one of their bags, I think, ‘Wow, this is a little piece of soul and someone’s story.’”
Advocating for deep-impact sustainability isn’t straightforward, but it should be an integral part of every fashion platform’s ethos – according to Raheel, the rewards significantly outweigh the challenges.
“We all desire instant gratification, myself included, but with some of our brands, we have to wait a little longer for production,” she says. “For example, they might need time to source sufficient quantities of the right deadstock material. However, I believe our customers are increasingly appreciating these brands, and in those instances, the wait becomes part of the anticipation.”
“We enjoy connecting with our customers and community in person. That’s why we often host pop-ups in our boutiques, where people can get to know our brand, meet the team, and feel a stronger connection than they would when simply ordering online,” she adds. “We’ve also hosted intimate dinners in the Middle East with our community, which have proven to be truly special and enjoyable evenings.”
For Raheel, Fabric of Society transcends the conventional retail outlet. Rather, it is an incubator that cultivates a community of like-minded individuals who appreciate the artistry and effort behind their creations.
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