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SERAI

@seraicollective

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A home for independent fashion & craft in Dubai.
South Asia • Middle East • Africa
Preserving stories & heritage

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Some things are too meaningful to leave unworn.

I brought my mother’s veil to @zoan.ash to be preserved through hand embroidery — keeping the memory of the original piece, while giving it a new life.

Keepsakes is a new embroidery service by Zoan Ash, coordinated by @seraicollective, for personal pieces you want to preserve, rework or make your own.

Mine began with my mother’s veil.

Directed and Filmed by @__mehzabin
Produced by @__mehzabin & @mugdhokhaled
Embroidery by @zoan.ash
Coordinated by @seraicollective
Creative direction @byzarahaque by @seraicollective

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21 days ago

I don’t think I ever really felt ready to start Serai.

There was so much uncertainty around me at the time, and honestly, a lot of uncertainty in me too. I kept thinking maybe I needed more experience, more connections, a better plan.

But if I had waited until I felt completely ready, I don’t think Serai would exist.

A lot of building this has just been doing things scared. Sending the message anyway. Asking people I admire to work with me. Making decisions I had no idea how to make. Getting things wrong, changing my mind, and sometimes having to admit that something I really believed in just wasn’t working.

There have been a lot of moments where I’ve questioned whether I know what I’m doing.

I still do.

But somewhere along the way, this little idea became real. I’ve made work I’m genuinely proud of, met and collaborated with people I admire, brought people together, and helped more people discover designers I really believe in.

And I think I’m slowly learning that maybe you’re never supposed to feel completely ready.

You just care enough to keep figuring it out.

Thank you for believing in Serai, and in what we’re trying to build. 🤎

— Zara taken in Dubai,UAE by @seraicollective

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25 days ago

Common Thread — Serai × Jaipur Rugs.
A final look at the pairings, details and unexpected connections between different forms of craft.

Read the journal, What Makes Beautiful Things Work Together, and explore the edit on seraicollective.com.

Styling & Model: @shivanisudhir
Photography: @sahilshettigar
HMUA: @makeupbyann.dubai
Creative Direction: @byzarahaque & @zainahaquex taken in Dubai,UAE by @seraicollective

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a month ago

Common Thread — Serai × Jaipur Rugs.

Behind every pairing is a process shaped by hand.
Across Serai’s designers and Jaipur Rugs’ one-of-one Manchaha rugs, embroidery, construction and weaving become different expressions of the same impulse: to leave something of the maker within the work.
From cloth to carpet, the thread is never only material. It carries memory, instinct and the hand behind it.

Video by Zoana Haque (@zoana.haque) taken in Dubai,UAE by @seraicollective

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a month ago

The best part was finding the connections we didn’t expect. A colour, a texture, a shape—little details that made the clothes and rugs feel like they belonged together.

Common Thread - Serai × Jaipur Rugs

Styling & Model: @shivanisudhir
Photography: @sahilshettigar
HMUA: @makeupbyann.dubai
Creative Direction: @byzarahaque & @zainahaquex taken in Dubai,UAE by @seraicollective

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a month ago

Common Thread — Serai × Jaipur Rugs.

Exploring the shared narrative between fashion and interior. Read the full story in the Serai Journal.

For Pairing 06 of 06, we styled @zoan.ash against the Samudri Jeev by Meena rug. Nature flows across the cloth and carpet, from the embroidered peacock to the abstract landscape. Together, they transform from ornament into scenery.

Styling & Model: @shivanisudhir
Photography: @sahilshettigar
HMUA: @makeupbyann.dubai
Creative Direction: @byzarahaque & @zainahaquex taken in Dubai,UAE by @seraicollective

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a month ago

Common Thread — Serai × Jaipur Rugs.

Exploring the shared narrative between fashion and interior.

For Pairing 05 of 06, we styled @theankoshop and @zoan.ash against the Kalakriti rug by Sampati from the Manchaha collection. Rich pattern meets a restrained silhouette, connected by earth tones and tactile details. Together, they balance opulence with warmth.

Styling & Model: @shivanisudhir
Photography: @sahilshettigar
HMUA: @makeupbyann.dubai
Creative Direction: @byzarahaque & @zainahaquex taken in Dubai,UAE by @seraicollective

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a month ago

Common Thread — Serai × Jaipur Rugs.

Exploring the shared narrative between fashion and interior.

For Pairing 04 of 06, we styled @alkaartisnals and @officialaomi against the Harr Ghadi rug by Siraj from the Manchaha collection. Repetition creates familiarity, while contrast keeps the eye moving. Together, competing patterns become a study in controlled clash.

Styling & Model: @shivanisudhir
Photography: @sahilshettigar
HMUA: @makeupbyann.dubai
Creative Direction: @byzarahaque & @zainahaquex taken in Dubai,UAE by @seraicollective

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a month ago

Common Thread — Serai × Jaipur Rugs.

Exploring the shared narrative between fashion and interior.

For Pairing 03 of 06, we styled @flauntarchive and @zoan.ash against the Raashan by Mamta rug from the Manchaha collection. Layers of colour, pattern, and unexpected detail bring the two together, embracing an eclectic nature.

Styling & Model: @shivanisudhir
Photography: @sahilshettigar
HMUA: @makeupbyann.dubai
Creative Direction: @byzarahaque & @zainahaquex taken in Dubai,UAE by @seraicollective

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a month ago

Common Thread — Serai × Jaipur Rugs.

Exploring the shared narrative between fashion and interior.

For Pairing 02 of 06, we styled @absentfindings against the Hariyaali rug by Ankit from the Manchaha collection. Muted tones and structures build a cohesive rhythm, while unexpected accents add intrigue. Together, they show how subtlety can be expressive.

Styling & Model: @shivanisudhir
Photography: @sahilshettigar
HMUA: @makeupbyann.dubai
Creative Direction: @byzarahaque & @zainahaquex taken in Dubai,UAE by @seraicollective

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2 months ago

Common Thread — Serai × Jaipur Rugs.

A meeting between two worlds of craft. Introducing Serai × Jaipur Rugs, a collaboration exploring how fashion and interiors can carry a shared visual language.

For Pairing 01 of 06, @zoan.ash and @afterstudio.official meet Rang Bi Range Khet, a one-of-one Manchaha rug inspired by Babu Lal’s childhood memories of the colourful fields around his home. Baroque embroidery, black dupion silk and the rug’s geometric fields come together through black, ochre and gold — creating a kind of regal maximalism across cloth and carpet.

Styling & Model: @shivanisudhir
Photography: @sahilshettigar
HMUA: @makeupbyann.dubai
Creative Direction: @byzarahaque & @zainahaquex taken in Dubai,UAE by @seraicollective

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2 months ago

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2 months ago