Dia Diwan: Gateway to Middle Eastern Chic

Dia Diwan celebrates Middle Eastern fashion globally; attempting to restore views of the Middle Eastern population and connect creative minds across the world.

Jen Jaconelli

Fashion has grown to become a core facet within popular culture. The Western world has a cultish dedication to fashion, holding a plethora of designers and shops. The recent trend of TV shows providing an education on fashion has added to the importance given to clothing.

The Eastern world contains an equalled potential of creative talent but there doesn’t appear to be the same following or exposure. Inevitably, there have been cultural divides that have restricted Eastern communities when it comes to fashion, especially in the Middle East. This is less than ideal for natives who now live in the West.

Dia Diwan is a website that celebrates fashion globally; attempting to restore views put on the Middle Eastern population and connect creative minds across the world with the hope of wiping confines. Dia Diwan provides a global souk, showcasing over forty designers who provide a range of clothing, footwear and accessories. The site also has an extensive port of information that encompasses various lifestyle, fashion and cultural issues, making it the first site to cater to Middle Eastern chic from a universal perspective.

I caught up with the founder of Dia Diwan, Rasha Khouri on her exciting venture.

Tell us a bit about Dia Diwan.

Dia is a gateway where unique and independent fashion and design from the far corners of the world
comes to blend. Our designers are citizens of the global village. They are as likely to be found in New York, London and Paris as they are in Istanbul, Beirut and Mumbai. Their designs, vibrant and charismatic, are the product of this rich tapestry and diversity and their products define the lifestyles of the young and intelligent urban dwellers of our global playground.

By re-examining traditional design elements and re-inventing those in original and unexpected ways, designers and artists pave the way to a more inclusive definition of contemporary fashion. These design and art trends are equally influenced by voices from the Middle East and beyond as it is by the West.

How did the idea to form Dia Diwan emerge?

Dia was created by myself, Rasha Khouri. I was formerly a luxury goods equity research analyst and soon became tired of the banking world. I wanted to create a website that reveals the Middle East in
a positive and creative way, which was exactly what was needed in the aftermath of 9/11. I realized that a website which talks about everything coming out of the Middle East - except politics - definitely filled a niche and would be refreshing for everyone.

What does fashion mean to you?

Fashion is about individuality, creativity, inspiration and so much more. But most importantly, fashion does not have geographical boundaries. For me, it is a sort of communal art, through which a culture examines its notions of beauty and goodness.

There have been several fashion issues surrounding the Middle East, most recently with Saudi Arabia not allowing Beyoncé to perform in their country due to her suggestive attire. As a Middle Eastern woman, have you experienced these fashion related confines?

I can honestly say that I have never been through anything similar to Beyonce’s experience! As for Dia, we are a gateway to both the East and the West. In that sense, we are bound to get comments regarding what is and what is not appropriate for one culture or another. I believe what is considered appropriate or not changes with time, in the Middle East and elsewhere. And in a way, we are - through the voices of our designers, many of the artists and writers affiliated with Dia - redefining the limits of that world. We see
Dia as a platform that ensures that our world of designers get a say in the global dialogue and bring their own different cultures and ideas into that discussion wherever it takes place - whether in print, in an art exhibition or on a catwalk!

What is the function of the magazine featured on the Dia Diwan site?

Our magazine is an urban guide to a region which is not defined by geography as much at is by a collective desire to broaden the frontiers of contemporary fashion, design and art. Through the eyes of the top fashion, art and design personalities, we aim to offer insight into this underground world. From practical tips on where to eat, and what to wear to current developments in the art and design scene – we aim to offer our readers an alternative to mainstream trends covering contemporary culture in the most exciting cities in the world, including London, Istanbul, Beirut, Dubai, Cairo, Damascus, Tehran, Sydney, Mumbai and more.

What are your future ambitions?

With the upcoming re-launch in early 2010, we aim to reinforce Dia’s position as a luxury website that merges East and West fashion and lifestyle. Through this, we can create an environment that is a
complete pleasure in which to shop, allowing a seamless and intuitive customer experience. We are always providing new and exciting designers, with an insight into the best of what the Middle East offers, and ensure our customers get first-hand exclusive information about what’s out there.

For more information, visit the site: www.diadiwan.com