Fabric of Society: Dressing Without Rules

Fabric Of Society Campaign; Image Source: Fabric Of Society

They say fashion tells a story, but for Dina Yassin,…

Interview carried out by Gazetta’s correspondent: Dania Khan

Let’s get one thing straight—fashion isn’t just about what you wear. It’s a declaration. A love letter to yourself. A little rebellion stitched into the seams of your everyday life. And no one gets that quite like Raheel Al Roudhan, the woman behind Fabric of Society, a retail space that doesn’t just stock clothes—it curates attitudes.

If you’ve ever walked into a store (or scrolled endlessly online) and thought, “Ugh, I’ve seen this a million times!”, you’re not alone. Fabric of Society is the answer to that sartorial eye-roll. It’s where next-gen designers and cult labels—ones you won’t find plastered all over Instagram’s explore page—get their moment. And more importantly, it’s where you, the ever-discerning fashion lover, get to unearth them first.

A Fashion Love Story, But Make It Unexpected

It was 1 PM at The Edition Hotel in Dubai, where the city’s creative pulse hums beneath the surface. The kind of place where fashion isn’t just worn—it speaks, where a fleeting glance across the room tells you everything you need to know about a person’s sense of style.

Raheel arrived with quiet confidence, the kind that comes from knowing exactly what she’s building. And after just a few minutes of conversation, it was clear—Fabric of Society was never just about selling clothes.

“When I launched Fabric of Society, I wanted it to feel different. Not just another platform pushing trends, but something more……instinctive,” she shares. “People don’t just want to shop; they want to discover.”

So, discover you shall.

Raheel Al Roudhann, the woman behind Fabric Of Society; Image Source: Fabric Of Society

Fabric of Society handpicks under-the-radar designers and gives them a stage. We’re talking about pieces with soul—designs that whisper (or sometimes scream), I’ve got a story to tell. It’s where streetwear shakes hands with high fashion, where luxury isn’t just about a label but about how it makes you feel.

Shopping, But Make It an Experience

You know that feeling when you stumble upon the dress—the one that makes you want to twirl in front of the mirror for hours? That rush of excitement, the immediate I need this moment? Raheel and her team have built an entire shopping ecosystem around that feeling.

• Try-at-Home Service (for Kuwaiti shoppers): You pick, they deliver, you live in it for 24 hours, and then you decide if it’s a keeper. No pressure. No regrets.

• Private showroom appointments: Picture this: You, a stunning space, racks of exclusive pieces, and a team that actually gets your style. No awkward fitting-room lighting included.

• Editorial storytelling: Every designer gets their own feature, so when you wear their piece, you’re not just wearing fashion—you’re wearing their journey.

“I love seeing customers mix things up” Raheel says.“Someone takes a structured tailored set and pairs it with sneakers. Another wears an avant-garde skirt in the most unexpected way. That’s what I love about fashion—it’s all about how you wear it.”

A few pieces from Fabric Of Society; Image Source: Fabric Of Society

Not Just a Shop, But a State of Mind

Fashion today is drowning in sameness. Big brands, big logos, big trends that fizzle out before your next coffee break. But Fabric of Society? It’s playing a longer, cooler game.

Raheel’s personal style philosophy is stitched into the very DNA of the brand. “I love experimenting. I never want to wear the same thing twice in the same way”, she admits. And that’s exactly what this space celebrates—the joy of reinvention.

It’s why a bold, embellished skirt she thought was “too niche” sold out in a day. It’s why Kuwaiti shoppers embrace fearless fashion choices, while Dubai remains trend-driven, and Saudi stays brand-loyal.

“Kuwait is where we started, and it’s one of the most exciting markets in the region,” Raheel says. “They take risks. They mix things up. And that’s exactly what Fabric of Society is about—pushing the boundaries of style.”

As our conversation winds down, I realize Fabric of Society is a reflection of a new kind of luxury. One that isn’t dictated by logos, but by emotion. By the feeling you get when you put something on and suddenly, it all just makes sense.

And in a world of fast fashion and fleeting trends, that kind of connection? That’s Fabric of Society.

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Dina Yassin

They say fashion tells a story, but for Dina Yassin, it’s more than just storytelling—it’s an art, a science, and a little bit of magic. As the Co-Founder, Chief Storyteller, and Editor-in-Chief of GAZETTA—among many other titles—she’s the woman behind the words, the visionary shaping narratives, and the creative force redefining luxury fashion journalism in the digital age. With over two decades of experience in luxury brand consulting, creative direction, and trend forecasting, Dina has worked with some of the most coveted names in the industry—think Van Cleef & Arpels, Kenzo, Bvlgari, Hermès, and Chloe—all while keeping her finger firmly on the pulse of what’s next. Her work has graced the pages of Vogue Arabia, Harper’s Bazaar, Condé Nast Traveler, Mojeh Magazine, Vanity Fair, Marie Claire, 7 Corriere, and The Rake—among many other top-tier titles—solidifying her reputation as a fashion and luxury thought leader. But here’s the twist—Dina isn’t just reporting on the future; she’s creating it. Under her leadership, GAZETTA introduced EVVIE 7, an AI-driven journalist pushing the boundaries of editorial innovation. Because in a world where algorithms influence aesthetics as much as designers, Dina ensures GAZETTA stays one step ahead, seamlessly blending technology, culture, and high fashion into a platform that speaks to the modern, forward-thinking luxury consumer. Beyond her editorial expertise, Dina is a renowned luxury brand consultant, trend strategist, and creative powerhouse who thrives at the intersection of fashion, culture, and digital storytelling. Whether she’s consulting on luxury branding, forecasting emerging trends, directing high-profile fashion campaigns, or curating immersive experiences, she’s always asking the big questions—What’s next? Who’s shaping it? And most importantly, how do we make it unforgettable? One thing is certain: Dina Yassin is always at the forefront of what’s next.