Yes you read that right — spring 2022 is just around the corner and if there’s anything more exciting than a new season, it’s the new season fashion. After two years of social hibernation, revenge consumption may be on the rise, but with a keen focus on independent designers with a unique take on style and purpose. Founded by Jordanian-born, Dubai-based designer Haya Jarrar, ROMANI’s unparalleled cool girl glamour is here to elevate your Spring/Summer 2022.
“The brand was built around the expression of freedom.” Jarrar speaks of her intention for ROMANI. “I wanted to create a brand from scratch that uses materials that are both unique and rebellious, to go beyond the conventional norm.” According to the young founder, there wasn’t any particular incident that inspired her to create something of her own — Jarrar studied in London College of Fashion and Condé Nast College of Fashion before subsequently working as a Fashion Buyer in the Middle East, the experience of which all equipped her to ultimately become the brain behind her own fashion label. “ROMANI was born for the unapologetic rule breakers.”
For Spring/Summer 22, Jarrar combines the understated, classic black fabric in satin finish with out-there embellishments such as crystals and feathers, and painted a vision of beauty that’s nonchalantly grunge, at times icy and playfully flirtatious all at once.
“The world is shifting towards niche and unconventional designs. Our latest collection has pieces such as the Paris set and the Krystle over-sized Blazer that customers can wear for years to come.” Jarrar confesses that she shops so much less and wears mostly her own designs now. With her model good looks (Jarrar nearly went down the route of professional modeling), the brunette is undeniably the perfect face for her own label.
“While embracing timelessness, ROMANI is constantly on the hunt for contemporary iterations as seasons pass, let it be satin tailored silhouettes or utilitarian details for a functional look.” Jarrar’s designs are made for the modern-day woman, and not just to look pretty in — “They are created for women to feel empowered, bold and to always hone their real selves. From A-list celebrities such as Zendaya to the strong-hearted women who are on a journey of building themselves on a daily basis, there’s no limit to who the brand is most appealing to.”
From the daring Frida Bralette and Sierra Top that show ample amount of skin, to the ’70s inspired Sabrina Pants with full coverage and fun swing of feathers, Jarrar knows exactly how to stay one step ahead of the game and keep her style-conscious fans wanting more.
But it isn’t all glitz and champagne, the designer says, no matter how exciting working in the fashion industry may seem. “There’s no specific role when it comes to building your brand. I believe each role is important and even more as a founder. It’s important for me to delve into each aspect, be it the design element or brainstorming on new designs that will appeal to the market season after season. I ensure from start to finish, that I’m part of every step, from sourcing the material to ultimately finalizing the finished product and foreseeing the creative direction for each shoot.”
And persistence, according to Jarrar, is the one trait that has played an imperative role above all in building her brand, together with a sense of gratitude that was not spoken but nevertheless emanated. “While the pandemic delayed the launch of our Fall/Winter 2020 collection, with production and sales slowing down, it was a beautifully forced time for us to all take a step back and re-invent the way we functioned. It’s been hard and I’ve had moments where I almost gave up. However, my belief in myself and the fact that I can’t ever imagine doing anything else other than creating that has kept me going.”
Since day 1, Jarrar’s purpose and vision for ROMANI has been consistent. “My team and I want to work towards women being able to dress the way they want, speak the way they want and portray themselves the way they want without fear of being judged.”
Despite being a young brand and business, the team at ROMANI know it’s important for the bigger picture to incorporate sustainability in some manner or another. “Our overall mission is to incorporate upcycling measures and creatively infuse old textiles into new modern pieces for a reduced environmental impact. We want to become part of the circular economy, giving old pieces a new lease of life, through a stylish yet edgy finish.”
With ROMANI’s presence expanding globally, Jarrar makes it no secret that she’s working hard to keep up the growth. “We’ve already received global recognition from several titles worldwide and I always want to keep working on intriguing designs and campaigns that women continue to feel empowered through.”
You can now get on the cool girl glamour trend with ROMANI at www.romaniofficial.com.
