Currently based in Dubai, Rami al-Ali, one of Syria’s success stories on the fashion design scene, shares with Forward Magazine thoughts on how Syrians can use the global financial recession to their advantage, as well as challenges facing the sector.

What are the main prospects for the fashion industry in Syria?
I believe the Syrian industry is building up now towards a strong economy, with so many new concepts being brought in – the concept of “Fashion Design” for instance.



Seeing where the world is heading now in general, the benefit of being a developing country appears more apparent where labor and manufacturing are not really problems due to their low cost, especially after the recession; where big couture brands started looking for alternatives, which in turn created job opportunities for local market designers through their own interaction.

What about the standard of fashion agencies in Syria?
It’s still a very new business. We need to have fashion PR and marketing agencies working with modeling agencies at the same time. So getting into the fashion sector and related services is quite demanding, and requires a lot of effort, hard work, and local and international connections with other modeling agencies. It also takes time to leave your own mark in the market and become prominent. On the other hand, one can’t really build a proper professional agency if there is no fashion or beauty shoots, or catwalks! For example, we do not have a fashion week in Syria.

What can be done to build good infrastructure for the fashion scene?
We need to manufacture in Syria, so that we can count more on local talent that understand better local tastes and markets. Moreover, it’s quite important for the fashion faculty in Syria to establish a long term relationship with most of the major manufacturers in Syria, and to collaborate with them through workshops, internships, for the local designers to see the commercial aspect of the industry, and to reinforce their own experience.

This collaboration would guarantee the development of local talent, which would develop the market; create job opportunities; build more awareness about the local talent and the market; involve people in more activities; and most importantly grasp the interest of the media, the first tool for publicity and in getting Syrian talents and markets a step further up the international fashion scene.

What influence do new international brands have on local designers?
New international brands are a reflection of the demand on certain trends in the international market. This would give the designers the access to study and research the latest regional and international trends, and inform them on the latest developments regarding textiles, fabrics, and accessories, also regionally and internationally.

Nonetheless, we must approach this in a cautious manner so it won’t control local market tastes. The designer has to pick very carefully, and mold his/her designs according to their own experience and knowledge in order to match his market.

What advice would you provide to upcoming designers?
They need to know exactly what line they want to specialize in, be original in their thinking, and care a lot about the presentation and the construction of the design itself as the competition is so tough. They need, as well, to be knowledgeable about fashion marketing, enabling them to realistically grasp their material, capabilities and lines of fashion.

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