BORN IN SERBIA AND CREATED ITS BRAND IN DUBAI, DESIGNER ELENA BIN DRAY CONFIDENTLY CONQUERES THE FASHIONABLE OLYMPUS OF THE EMIRATES, HERE HAS ALREADY BEEN CONSIDERED FOR FEW YEARS. THIS YEAR ELENA CREATED AN INCREDIBLY FEMALE COLLECTION, AND WE WENT TO HER GUEST AND TALKED ABOUT WHAT INSPIRED THE EUROPEAN DESIGNER TO CREATE CLOTHING FOR WOMEN. Chatted by Anna Pavlova Elena, how do you think things are in the fashion industry in the Middle East?
Elena: I come from Europe, and therefore I can fully appreciate the identity of the fashion industry in the Persian Gulf. I admire local designers who are inspired by their native culture, do not forget about their traditions, but at the same time find their own style and achieve great success. The Middle East is a melting pot for a wide variety of people from all over the world. There are still many discoveries ahead, but it is already obvious that the fashion industry in the Middle East has stepped far forward, and Dubai could very well become the world center of fashion.
How did you become a designer? What prompted you to make this decision?
Elena: As far as I can remember, fashion has always been an important part of my life. I got into the industry through the modeling business when I was 19 years old (Elena won the title "Miss Yugoslavia" in 1998. - Note. Ed.). I traveled then half the world, and everywhere I was surrounded by the most beautiful and stylish girls and famous designers, who taught me everything: from the intricacies of fitting clothes to a figure to working with different materials.
I was always creative in kind, so sketching and designing models was easy for me. At first I just came up with clothes, then orders from friends began to come. A few years later, I was able to fulfill my dream and launched my own fashion brand - Jelena Bin Drai.
What reflects your new collection?
Elena: I was inspired by my favorite London winters to create it, so the Fall-Winter 2016/2017 collection came out modern, but at the same time very classic. In my opinion, the task of the designer is to freely implement their ideas and bring to them what they like and inspire.
My new collection has kimono jackets and light jackets, evening dresses and modest skirts, dresses and elegant tops. All clothes can be worn both daily and for special occasions.
Let's talk about your choice of color. How do you decide in which color scheme the collection will be made?
Elena: It was important for me to catch the spirit of the London winter, even, more precisely, November, and to embody it in my products. That's why I used snow white and charcoal black with rare scarlet flashes - because that's what London is like at this time of year.
When working on my collections, I always imagine people who look like my mother - strong, feminine and very elegant. And I always use only high quality fabrics. It seems to me that this is why models so favorably emphasize the figures of my clients - after all, women are comfortable in them and they feel confident.
How is work in the Middle East different from your past experience?
Elena: I worked a lot both in the East and in the West, and for my career this experience is invaluable. I see numerous differences between the two worlds, both in business and in social organization; moreover, I have half Arab roots, so I know very well which clothes are preferred in Europe and which are here.
It is also noteworthy that in the Middle East, women entrepreneurs receive much more support - women who want to start their own business have just a sea of opportunities.
Who influenced your work the most?
Elena: My family always understood me and supported me in everything. This is extremely important for me, because not one stage of my brand development took place without the participation of my family. If not for them, I would not have succeeded. Thanks to my family, I grow and develop both in the professional sphere and on a personal level.
Describe the woman who wears things from Jelena Bin Drai.
Elena: I create spectacular, but at the same time traditional clothes, because I want absolutely any woman to be able to wear my models. Nevertheless, the ideal face of the brand is a strong and confident woman who has not lost her femininity. I think Her Highness Sheikh Moz, whom I respect immensely.
