You Will Fall In Love With This New Storytelling Fashion Label in the UAE

Autonomie, a new Dubai-based brand, reveals its debut collection, Ukiyo. Named after the Japanese term that emphases living in the moment and away from the troubles of life, the inspiration for the collection steams from an opposing universal notion; the notion of a relentless pursuit of happiness, while never truly taking the time to achieve it. 

By combining custom vibrant prints with deconstructive cuts and volumes, using colors and shapes, and reflecting time and space, Autonomielooks to abstractly narrate stories, always leaving room for interpretation and manifesting the individual at the heart of all narratives. Focusing on stories of individuals, the brand promises to create a world of collective independence and reassure people that although we each experience our stories individually, we are never alone.

Autonomie Founder and Creative Director, Maha Ahmed, decided to launch a fashion brand following her fashion studies and experiences developed from living around the world, with an aim to serve a greater purpose than simply offering clothes. Through Autonomie, she hopes to aspire a world of collective independence and by reminding individuals that no matter where they may be in life, they are never alone.  Ahmed’s great passion for fine arts combined with her artistic talent enabled her to channel these emotions and craft the brand’s custom prints.  

The SS21 collection, Ukiyo, includes 36 pieces, each inspired by elements of Ahmed’s own Ukiyo, including music, art, colours and summertime. The collection flaunts an array of structured shirts and extravagant blouses, renaissance inspired tops and sequined crops, flowy dresses and playful skirts, as well as flared trousers and palazzo pants. Featuring a selection of vibrant hues and muted earth tones, the looks from this debut collection can either serve as the perfect statement or complement existing wardrobe pieces. 

Launching across the GCC in April 2021, Autonomie aims to offer a playful, bold, contemporary and fresh aesthetic to serve the dynamic and innovative woman of today. Available here, the brand delivers across the GCC, as well as internationally.