JEDDAH — The LIFE store buzzed with Jeddah's glitterati during the launch of Omar Azure's exclusive collection at their flagship store in Rawdah District on Monday night. The Thobe collection for men was an ensemble of seven distinct designs constructed by fine Italian fabrics. Having been a part of the industry for 13 years, Omar launched his first boutique at Jeddah's Prince Sultan Street two years ago. LIFE is a concept store rapidly making a name, becoming a platform for indie designers and non-commercial fashion retails. Quintessentially Saudi, Azure Thobes have an aesthetic that is purely crafted on the basis of minimalism, edgy and sophisticated design. Speaking to Saudi Gazette, Omar said: “Omar Azure Thobe is for the educated, open-minded, sophisticated person.” Talking about how trends dictate Saudi fashion, he said he does not follow trends but uses the effect in his lines. “Like my last collection, I introduced the leopard print for the inter-lining of some Thobes.” Teaming up with LIFE, which is a bolder concept store with aesthetics that call for attention, Omar admitted. “It was a great experiment for Azure, because these designs were edgier than the typical and generic designs we do.” Omar's new detachable collars and cuffs come in various palettes and intriguing designs. “See, this way even if you buy one Thobe, you can wear it three ways with the interchangeable cuffs and collars.” The aesthetics of an Omar Azure Thobe are evidently crafted with an architectural point of view. Azure manages to integrate his passion for fashion with his background in architecture. The designer pays attention to the minute details that miss the ordinary eye. “When you come to the construction of the Thobe, you have asymmetrical collars; it has an architectural sense to it, since I was a design architect. I worked at The Wall boutique when I was 13 years old and I knew then that this is what I wanted to do.” A fan of Gianni Versace's fantasy-inspired designs, Azure remains true to his vision of fashion and believes strongly in the art of individuality. “I love the world he creates; he takes it to another level.” He added, “When I was designing the collection, I was trying to make a collection that speaks Omar Azure but at the same time this really fits in the life of aesthetics.” The price range of his collection starts from SR400 and the average is SR800-1000. He said it is quite challenging to introduce these prices in a market where Thobes usually sell for SR300. “But once you engage a customer in the construction process they see the amount of time we spend on a Thobe. We pay vast amount of attention to details and it is worth it. I want each customer to get the best quality for the price they pay. The whole school of thought is different. We don't have names for our Thobes. We try to treat a Thobe as a fashion article rather than a customer product at the end of the day.” Marriam Mossalli, founder of Niche, wearing an Omar Azure Thobe, told Saudi Gazette: “I really like the fact that it's plain and subtle, like his understated designs.” Pleased with the fact that many emerging Thobe designers are making their mark in the Saudi fashion industry, she said it was great to see reigning designers under an umbrella that represents the best of men's fashion wear. Only available for a month, you can now customize your Omar Azure Thobes with different fabrics, made to measure by tailors available at the LIFE store from 5 P.M. onward.
