Noureen Dhanani : an extraodinary woman, designing for the ordinary woman

 

 

Meet the ‘Aura’ woman… she is described by the designer, "as the girl next door, nothing more than the ordinary woman". To me, the ‘ordinary’ woman… is a woman who distinguishes herself by gracefully holding her own, she has no hesitation in wanting more or is simply satisfied with having less, she is a woman who by standards appears ordinary, but by no means her persona is extraordinary, hence her ability to be the exceptional ‘ordinary’ woman of today. Meet the designer behind the creation of the ‘Aura’ woman; Noureen Dhanani.

Inspired by her steep and rich cultural background, Noureen designs with a mix of ethnic and traditional elements. Primarily specialising in the design of sarees, Noureen likens each garment as eclectic in design, with a modern take on the traditional.

Noureen Dhanani

 

 

With a background in business and liberal arts, Noureen followed her passion and love for fashion, which lead her to embark on creating her first collection in 2008. Fast forward with time and experience, Noureen will soon launch designs under her own name; “Noureen Dhanani”, in her first retail studio opening in Houston, Texas.  The studio (Aura) will carry exclusive “Noureen Dhanani” designs, but also with a mix of other high end labels and designer's from India.

Her designs reflect a beautiful fusion of colours, brave and classic textures pairing with traditional and modern colour palettes. I love her choice of marrying bold prints on top of muted tones and vice versa, and of course the classic pairing of one on one tones.

It is refreshing to see how far the design of a Saree has come, it is designer's like Noureen, who brings forth a new sense of appreciation and love for the traditional Saree. It is their unlimited vision and creative imagination which continuously moves the trends in the Saree, yet also captures and retains its classic purpose and style.

Noureen Dhanani couture pieces look, and no doubt is worn with a high end appeal, rich in elegance, style, design and texture. It is the new take on the Saree designs, which help propel and retain the popularity of the Saree. A Saree to me, always gives me a feeling of rich elegance, I love beading, intricate detailing and sensations of colour, so to me, the Saree always appears to be like a piece of art, almost classy in a very exquisite form, and of course.. must be worn well xx.
 

 

 

Over the years, through my madam AE blog, I have witnessed the successful rise of many creative profiles. I have interviewed and penned word's on designer's who are either established or beginning. It is without a doubt a ‘smiling’ feeling, to know when they have progressed so far within not only their industry, but their own goals and dreams. In my interviews I always ask the question; “Where do you see either yourself/ or your label in the next few years?” I asked Noureen this question, and her answer was: “for the ‘Noureen Dhanani’ label, I am hoping to retail that outside of AURA with other high-end retailers around the country as well as internationally. I also intend on participating in more fashion weeks and fashion festivals internationally in the upcoming years”.

Already, Noureen has achieved almost half of what she hopes to achieve for her label; with her retail store opening soon, and her upcoming participation in this year’s Toronto fashion festival.

Noureen Dhanani, like for the woman she creates for; is the new ordinary woman of today, with an extraordinary ambition xx. I look forward to following the career of Noureen Dhanani, as I believe her vision for her label over the next few years, will exceed her expectations.

connect with Noureen Dhanani / Aura Design studio : www.facebook.com/aura.design.studio
Noureen Dhanani, will be showcasing her couture collection at the 2013 Toronto Fashion Festival held between May 24th - May 26th, 2013. 


Kim T.
Madam AE xx

 

Five Minutes with Noureen Dhanani:

Q: Where is your favourite holiday destination?
Noureen: Any European destination, Paris, Istanbul... I love the architecture and culture present in city destinations.

Q:Describe your own personal style

Noureen: I consider my personal style to be simple and understated

Q:What styling tips would you recommend to Madam AE reader's?

Noureen: "Less is more", staying away from the blingy and flashy, is my definition of classy.

Q: Which fashion must have item, you cannot live without?

Noureen: Over sized handbags and big sunglasses for everyday use... and some of my own designer Saree's for dressier occasions.

Q: Where is the collection currently found?

Noureen: As of right now, the collection is available only around the U.S. I primarily retail my line via trunks shows and exhibitions around the country. I am talking to several high ended retailers of designer South Asian wear who are interested in carrying my label, so that is something that should develop in the upcoming months.

 

 

Pictures: Brian Styles (photographer)