Established in Dubai in spring 2006, the EFFA ready-to-wear collection is glamourous, ultra-feminine, and trendy. In spring 2007, the EFFA ‘Abaya Couture’ collection was launched. This collection began as an exclusive ‘made to order’ line. It is a modern take on the traditional black abaya while playing with new shapes and colors which challenge the traditional norms of the abaya.

The EFFA Abaya Couture customer is an independent and active women who wants her abaya to reflect her personality while maintaining her cultural identity. Effa’s abayas are perfect for any occasion from work to an elegant evening out.

Effa is a Saudi Arabian national based in Dubai. She grew up in the UK where she graduated with a Bachelors degree in fashion from The Surrey Institute of Art and Design. Her love of fashion began as a young girl. She would scrutinize fashion magazines and sketch and made her first designs at the age of 11.

She began her career in 1998 working for companies in the UAE and Saudi Arabia as a brand manager and fashion buyer including Christian Lacroix, Emanuel Ungaro, Valentino and John Galliano. Effa believes that fashion should bring out the femininity and glamor in a woman.  Her designs are cut in a way which aim to flatter any woman regardless of size or shape.