Socially conscious Palestyle is for fashionistas with big hearts

When the design-loving siblings Zeina and Ahmed Abou Chabaan teamed up to launch a label five years ago, they were driven by their conscience and not by profit. Capitalising on the skills of artisans across the region, their brand ­Palestyle is all about paying back to the communities that help produce its collections. We delved deeper to discover how the co-owner, Zeina, is “empowering women, one thread at a time”.

For those unfamiliar with the brand, tell us the story behind it.

I founded the business in 2009 along with my brother Ahmed who is the brand’s creative director. My inspiration was a visit to refugee camps in Lebanon. It was my first encounter with refugee life and I quickly understood what harsh living it was. We’re talking thousands of people living on top of each other in a one-kilometre- square space – that’s pretty intense. The basic infrastructure was very poor, from water and sewerage to electricity systems. On top of that, there were no job opportunities for these educated communities. However, I did meet many inspirational women there, who were doing embroidery, spreading their culture, Arab heritage and generating a source of income at the same time. Through their talent they were being ­empowered.

How many refugee artisans have you brought into the business?

So far we have empowered about 100 women through embroidery-related job opportunities. We’re focusing on a refugee camp in Amman, Jordan. In addition, five per cent of our sales goes toward the camp and development projects. The latest we’ve completed is a water tank exchange programme in Al Baqaa camp.

Explain how the artisans are producing the bags.

Well, we’re best known for our rare and genuine leather handbags, which are sold in stores such as Bloomingdale’s, Etoile, S*uce, etc. Artisans produce the leather bags by hand in workshops, mostly in Lebanon. The embroidery designs are then sent to the women in Jordan and they then send them back to us for the final assembly. Our 2014 spring/summer collection is very unique because, for the first time, the whole handbag range has embroidery on it. Previously it appeared mostly on our accessories and some ready-to-wear.

What’s distinctive about Palestinian embroidery?

It’s normally a cross-stitch in very vibrant colours and the beauty is that it’s inspired by the land. Originally, it was more about the women themselves – which part of the country they come from, for example, would determine the style of the embroidery. If it features cypress trees, then she’s probably from the northern area of Palestine, known for its natural beauty. Or tents will signify a lady is from the desert-like south.

Many people may presume that only red and black threads are used, but the designs are full of fuchsia, turquoise, yellow – every conceivable colour. And the colours have meanings, too. In the case of red it means the woman is married, whereas blue means that she is not. Triangles also feature and are a symbol normally to ward off the evil eye and they are commonly found on our dresses. Basically, there’s a code and language the women use through the craft.

Many of your signature clutches bear gold-plated Arabic calligraphy. What do the phrases say?

Yes, we’re promoting our Arab heritage through very glamorous and trendy designs. The calligraphy carries messages that flatter the inner and outside beauty of the woman. It might say, “you’re so beautiful” or “charming as the moon” – a common reference in Arabic poetry. Or it might make statements such as, “amazing confidence”. They are all personal messages of love or motivation.

How did Eva Longoria come to own your bags?

I must give credit to my brother, Ahmed, because he’s the one who makes sure our brand reaches celebrities and they know more about us. As for Eva, she loved our clutches and placed an order for a couple.

Which other celebrity ambassadors would you welcome?

I would love Angelina Jolie. One reason being, she represents refugees with her work with the UN, so that’s a perfect match. Secondly she’s a very good example of a hard-working, feminine woman who has clear values and causes. That’s what Palestyle is all about. We’re dressing fashionistas with big hearts, to make a difference and a social impact.

How about George Clooney’s new fiancée, the British-Lebanese human rights lawyer Amal Alamuddin?

That’s a great idea. I love it! [laughs] Thank you for the suggestion. She is the lady of the moment and it would be another perfect match. Yes, I can see it happening.

rduane@thenational.ae