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Dubai Culture is organising a talk entitled ‘Off the Record: What Fashion Books Don’t Teach’ on 5 November at Al Safa Art & Design Library. During the session, entrepreneur and designer Shatha Essa will share her experience in establishing her brand and explain how to create specialised fashion businesses that meet audience expectations. She will also address key topics such as cost management, determining markups, and effectively presenting fashion collections. In addition, Shatha will explore methods for showcasing personal brands, developing a distinctive tone of voice that resonates with buyers, and building lasting client relationships.

Essa, the entrepreneur and founder of ‘Shatha Essa,’ specialises in women’s and children’s wear, combining elements of local heritage with modernity, reflecting her passion for innovation and creativity. With the support of Dubai Culture, she launched her children’s collection, ‘Shatha Essa Kids,’ becoming the first Emirati children’s wear brand to be stocked at Harrods in London, a significant milestone for Emirati fashion on the global stage.