While many UAE-based designers are eschewing bold prints and loud colours for more minimalist styles, Tanya Ashraf, founder of the fashion label Roxx, refuses to tone down her designs to comply with current trends. Her autumn/winter 2017 collection, titled Kaleidoscope, features kitschy illustrations of flowers, flamingoes, rabbits and birds.
Prior to launching Roxx, which started out as a multi-designer boutique in 2006, Ashraf studied psychology, practised art, dabbled in modelling and experimented with garment construction. Although Roxx was first established as a store that stocked a variety of brands, today it is limited to Ashraf’s own creations. “The name Roxx stems from my husband Ashraf’s passion for rock music – everything about rock is over the top and rock stars themselves have this grandiose allure about them. We wanted a name for our fashion company that conveyed that feeling,” she explains.