Some fashion houses are built around trends. Others begin with a cultural language and find new ways to express it. Velvety Couture belongs to the latter.
Founded in 2009 by sisters Fatima and Latifa Al Shammari, the UAE-based fashion house has built its identity around the kaftan, a garment deeply rooted in the region’s fashion heritage. Their approach is distinctly contemporary, bringing traditional inspiration into silhouettes designed for the modern wardrobe.
At the heart of Velvety Couture is an appreciation for craftsmanship. The brand creates its pieces at its UAE atelier, where attention is given to fabric, movement, construction and fit. Many designs can also be tailored to individual measurements, reflecting the house’s emphasis on a more personal approach to couture.
The result is a collection that moves between occasion dressing and everyday elegance. Kaftans and dresses form the core of the offering, complemented by collections such as Flow, Aurea, Liora, Ariana, Elaya, Rawaq, Tala and Vieva. Each collection offers a different interpretation of the house’s design language while retaining its connection to refined, flowing silhouettes.
For the Al Shammari sisters, modernity does not mean abandoning tradition. Instead, the kaftan serves as a foundation for exploring new shapes, fabrics and proportions. The brand’s stated philosophy centers on timeless elegance, quality, confidence and continued innovation.
That philosophy extends beyond the finished garment. Velvety Couture offers private fittings and commissions, allowing clients to be involved in the process of creating a piece. The company says it has served more than 5,000 customers since its founding, reflecting the growth of a label that began with a distinctly local point of view.
Today, Velvety Couture has a presence at Gate Avenue in Dubai’s DIFC and Yas Mall in Abu Dhabi, alongside its online platform. Its physical and digital spaces bring together ready-to-wear designs and customized pieces.
What distinguishes the story of Velvety Couture is the continuity between its beginnings and its present. Fatima and Latifa Al Shammari have taken a garment associated with the region’s heritage and developed it into the foundation of a contemporary fashion label.
The house’s aesthetic is not about separating the past from the present. It is about allowing the two to exist in the same silhouette: heritage expressed through modern tailoring, luxurious fabrics and an understated sense of occasion.
For Velvety Couture, that balance remains central to its vision. The kaftan is not treated simply as a traditional garment, but as an evolving canvas for contemporary Emirati fashion.