www.womanthismonth.com 17 February 2013 | Envisioning Trends A self-confessed day dreamer, Zainab Al Alawi practises the art of tapping into a rich mental imagery when she’s looking for ideas. The 23-year-old fashion buyer and brand manager of the multi-brand boutique. Sacoche, derives her inspiration from music, art and travel. Also managing the Italian fashion label Balenciaga, Zainab has a job that most girls her age would envy. She keeps up with the latest fashion trends and upcoming designers by constantly travelling to fashion shows in Milan, Paris and London. “We showcase a hand-picked selection of creations from the leading designers, sourced directly from the runways of the fashin capitals of the world,” she says. Back in Bahrain, she visualises the display at her stores and advises clients on style and the latest trends. Two years into the job, her initial euphoria has now subsided and her perspective tinged with experience. “I realise that I cannot bring in whatever I like. I need to take into account the multicultural base of Bahrain, as well as the regional tastes and preferences,” she adds. However, the buying pattern has definitely changed since she joined the company. While Sacoche Boutique continues its association with high-end labels Zagliani, Nancy Gonzalez and Lana Marks, Zainab has opted to bring in the more affordable, but stylish and sophisticated labels such as M Missoni, Red Valentino and Issa London. She has launched her own website and announces the latest trends, colours and new collections through her page on Instagram and Twitter. Zainab studied fashion design at the Royal University for Women but concedes that her fashion inspiration remains her mother, Sausan. Zainab Al Alawi
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