Take a look at our interview with Nawal El Masri, founder of exhale.ae and head of the FMA UAE Committee.
i. Let’s talk about the beginning of your career. How did you get started in fashion and what first ignited your passion?
Loss and pain inspired me to create something to live for, something to wake up for. I had to build a space for myself and for all those who felt the same. I craved unity, inclusion & purpose. Above all, I craved mindful conversations. I found myself escaping in art & expression and more so I found myself in love with statements. So I started exhale.ae; a clothing brand that co-exists with artists and creatives to curate and merge art, fashion and mindfulness. Exhale is not just a clothing brand it is a community, a platform and a state of mind.
ii. Who inspired you when you started out in the industry and how did you open the door to get in?
I was not inspired by a particular brand or person I was inspired by the fire inside me to start something for a purpose and cause. I got in by believing in myself. The biggest help were my family, friends and Angel investor. I also enrolled in an accelerator program in London which helped push me further in understanding the industry (Womenswear: Mastered 2018, UK).
My first exhale set up was at a music event in the Dubai Design District at All Day I Dream music event. It was the perfect place to showcase the brand and it was a great success.
—
My very first inspiration came from Oprah Winfrey since I was 7 years old. She was my mother’s obsession and she soon became my idol. I devoured her shows, talks, interviews, books and everything Oprah. She is the reason why I studied Journalism & Mass Communication.
Maya Angelou
Rosa Parks ‘Mother of the Movement’
Alicia Keys
Beyonce
Coco Channel
Frida Khalo
Many more…
iii. What has been your best learning experience to date working within the industry?
Fashion can change the world. Through fashion, we can truly reach people with impactful messages and purpose. Fashion is not just clothing it is a community, a statement and we need to be responsible.
iv. If you could go back in time, and give some advice to your younger professional self, what would it be?
Slow down & ironically remember to exhale.
v. What would you say were your “milestone moments” so far?
Going back to my university to give a talk on Mental Health to the students who I was once in their shoes with the same feelings (American University of Sharjah).
Getting people to see the true, raw purpose of why I started exhale and seeing it in their eyes.
Giving a talk on exhale and Mindful designing at the UN Women x NAMA women conference in Sharjah.
Winning the ‘Most Admired Start-up of the year’ in 2020.
Being recognized by Harvard University in Boston for the Arab Conference.
Selling at Virgin Megastores UAE (Working to go international).
Above all, healing myself through my brand.
vi. What has driven your success?
The passion and drive for unity, inclusion & purpose
vii. Why is intersectionality important for the future of the fashion industry e.g. ethics, sustainability, intersectionality?
The fashion industry holds a massive responsibility for our societies lives, state of mind and mental well being.
If we do not take charge of infusing intersectionality in the fashion industry into every big or small brand we will be polluting not only the only green earth we have but the minds of every being purchasing from our stores. Money has no soul and no heart it recycles itself and believe it or not there is enough for everybody. But our communities and our societies cant be recycled.
The industry should not give one up for the other.
viii. Speaking of challenges and change, what would you say were the main hurdles that you had to overcome with Exhale and how would you like to see the industry evolve?
Should it be this hard and expensive to be sustainable?
ix. Do you have any hints or tips you can share for young people within the community wishing to work in the industry as designers?
Believe in yourself.
x. Can you tell us a little about Exhale?
It co-exists, co-creates. Exhale is an inclusive brand that brings people together to speak louder into their existence and their individuality. It is raw. Unedited. Self-expression is key to the success of exhale. Fueled by collaborations, art, expression, music, fashion. If you ever feel alone, look to exhale you’ll find us all here waiting for you to join our home. To join the community of love, inclusion and unity and to preach on purchasing for purpose. On sustainability. On the love we have for Mother Earth. The one wearing exhale is the one behind the craft. The one wearing exhale is the one after his craft. We are what you wear when you want to make a statement. Or when you need a hug and a hand to hold. We are your comfort and your strength. We are here to remind you to breathe.
xi. What are you hoping you and Fashion Minority Alliance will achieve together?
I am hoping together with FMA we can raise our voice on inclusion louder together. Support the minority through bridging east and west and creating opportunities through our database. To expand exhale’s message and brand into the UK with the right people To expand FMA’s existence and message in the Middle East, starting in Dubai. Above all, I’m hoping we achieve impacting the minority people’s lives one soul at a time.
xii. What are the issues faced in promoting Middle Eastern brands across the globe?
Heavy competition leads to needing heavy funding for marketing. The Middle East does not have heavy competition internally yet once you look at expanding it gets expensive. Knowing the right people in the industry is essential for expansion and growth. Knowing the right platforms to partner and collaborate with. Understanding the customer that is outside the middle east Having the right data to expand.
Take a look at our interview with Nawal El Masri, founder of exhale.ae and head of the FMA UAE Committee.
i. Let’s talk about the beginning of your career. How did you get started in fashion and what first ignited your passion?
Loss and pain inspired me to create something to live for, something to wake up for. I had to build a space for myself and for all those who felt the same. I craved unity, inclusion & purpose. Above all, I craved mindful conversations. I found myself escaping in art & expression and more so I found myself in love with statements. So I started exhale.ae; a clothing brand that co-exists with artists and creatives to curate and merge art, fashion and mindfulness. Exhale is not just a clothing brand it is a community, a platform and a state of mind.
ii. Who inspired you when you started out in the industry and how did you open the door to get in?
I was not inspired by a particular brand or person I was inspired by the fire inside me to start something for a purpose and cause. I got in by believing in myself. The biggest help were my family, friends and Angel investor. I also enrolled in an accelerator program in London which helped push me further in understanding the industry (Womenswear: Mastered 2018, UK).
My first exhale set up was at a music event in the Dubai Design District at All Day I Dream music event. It was the perfect place to showcase the brand and it was a great success.
—
My very first inspiration came from Oprah Winfrey since I was 7 years old. She was my mother’s obsession and she soon became my idol. I devoured her shows, talks, interviews, books and everything Oprah. She is the reason why I studied Journalism & Mass Communication.
Maya Angelou
Rosa Parks ‘Mother of the Movement’
Alicia Keys
Beyonce
Coco Channel
Frida Khalo
Many more…
iii. What has been your best learning experience to date working within the industry?
Fashion can change the world. Through fashion, we can truly reach people with impactful messages and purpose. Fashion is not just clothing it is a community, a statement and we need to be responsible.
iv. If you could go back in time, and give some advice to your younger professional self, what would it be?
Slow down & ironically remember to exhale.
v. What would you say were your “milestone moments” so far?
Going back to my university to give a talk on Mental Health to the students who I was once in their shoes with the same feelings (American University of Sharjah).
Getting people to see the true, raw purpose of why I started exhale and seeing it in their eyes.
Giving a talk on exhale and Mindful designing at the UN Women x NAMA women conference in Sharjah.
Winning the ‘Most Admired Start-up of the year’ in 2020.
Being recognized by Harvard University in Boston for the Arab Conference.
Selling at Virgin Megastores UAE (Working to go international).
Above all, healing myself through my brand.
vi. What has driven your success?
The passion and drive for unity, inclusion & purpose
vii. Why is intersectionality important for the future of the fashion industry e.g. ethics, sustainability, intersectionality?
The fashion industry holds a massive responsibility for our societies lives, state of mind and mental well being.
If we do not take charge of infusing intersectionality in the fashion industry into every big or small brand we will be polluting not only the only green earth we have but the minds of every being purchasing from our stores. Money has no soul and no heart it recycles itself and believe it or not there is enough for everybody. But our communities and our societies cant be recycled.
The industry should not give one up for the other.
viii. Speaking of challenges and change, what would you say were the main hurdles that you had to overcome with Exhale and how would you like to see the industry evolve?
Should it be this hard and expensive to be sustainable?
ix. Do you have any hints or tips you can share for young people within the community wishing to work in the industry as designers?
Believe in yourself.
x. Can you tell us a little about Exhale?
It co-exists, co-creates. Exhale is an inclusive brand that brings people together to speak louder into their existence and their individuality. It is raw. Unedited. Self-expression is key to the success of exhale. Fueled by collaborations, art, expression, music, fashion. If you ever feel alone, look to exhale you’ll find us all here waiting for you to join our home. To join the community of love, inclusion and unity and to preach on purchasing for purpose. On sustainability. On the love we have for Mother Earth. The one wearing exhale is the one behind the craft. The one wearing exhale is the one after his craft. We are what you wear when you want to make a statement. Or when you need a hug and a hand to hold. We are your comfort and your strength. We are here to remind you to breathe.
xi. What are you hoping you and Fashion Minority Alliance will achieve together?
I am hoping together with FMA we can raise our voice on inclusion louder together. Support the minority through bridging east and west and creating opportunities through our database. To expand exhale’s message and brand into the UK with the right people To expand FMA’s existence and message in the Middle East, starting in Dubai. Above all, I’m hoping we achieve impacting the minority people’s lives one soul at a time.
xii. What are the issues faced in promoting Middle Eastern brands across the globe?
Heavy competition leads to needing heavy funding for marketing. The Middle East does not have heavy competition internally yet once you look at expanding it gets expensive. Knowing the right people in the industry is essential for expansion and growth. Knowing the right platforms to partner and collaborate with. Understanding the customer that is outside the middle east Having the right data to expand.