The Duchess: Jelena Bin Drai
The Ready to Wear line came from exotic red and wild fruit inspiration. The colours that we used this time were fuchsia, orange, wild berry, pomegranate, pistachio with an element of black and white broken glass segments and lines.
Duchess by Jelena Ready To Wear is trendy but still has its own elegance. It is luxurious and at the same time wearable by hipsters. If you think about the quality of fabrics that we have used and finishings, it is a very affordable price compared to high end brands in that range.
My couture line has its own customers and we are usually fully booked, because we are doing all pieces custom made. Women in the Middle East love these as they are very classic cuts with modern details.
It is still pretty conservative for ready to wear and it is made more for the Middle Eastern market than for Europe. People can wear these pieces for day and evening and also on the red carpet. I think the designs are chic, elegant, classy and very ladylike.
The price tag is in the range of 500 to 3000 Dhs.
You do not need to think about fashion trends with a Duchess By Jelena Ready to Wear skirt you are covered for different events and occasions and you can wear different combinations.
There is the Couture collection released once a year and the Ready to Wear collection is going to be twice a year.
I love to see our clients looking gorgeous and glamorous in a perfectly fitted dress. It just enhances her beauty – there is no bigger satisfaction for me.
Sometimes it can get difficult because clients do not understand the technicality of producing a dress and it can be difficult to know what style will suit them. When I was modelling I learned a lot about fittings, but when you are involved in the process of making a dress it is totally different.
At times I miss modelling but it was my job for 15 years and I loved it and did it with passion. I believe everything has its own time and place, the where and when in life these things should be done.
My style is Duchess by Jelena absolutely 100 percent all of those pieces in the couture and Ready To Wear collection you can see that it is me.
My inspiration comes from elegance. I like people who do not overdo their make-up, hair and accessories. My customer is a woman that likes simple and classy pieces which are there to compliment their natural beauty.
Fashion designers that I love include Oscar de la Renta, Christian Dior and my favourite brands are Gucci and Valentino.
Style icons for me include Kate Middleton and Sheika Mozah.
Trying to pick a favourite is difficult because most of my dresses are like my children – I can’t tell one I like them more than the other.
My fashion motto is dress in clothes you feel good in, don’t follow fashion just follow your heart.