Shoug Fardan is an Emirati fashion designer born in Dubai, founded her eponymous brand SHOUG, shortly after graduating from Parsons School of Design in New York, 2017, with a bachelor of fine arts degree majoring in fashion design.
Deeply focused on process and insight. Progressive designs are striped back to their fundamental form delivering function with beauty.
'Cultural preservation' of Emirati heritage serves as the root for new ideas that are deconstructed before being given a modern contemporary feel.
Consciously and intelligently designed for slower production, supporting fair wages, lower carbon footprint and (ideally) zero waste.