Princess Deena Abdulaziz: Showcasing New Designers at D’NA in Riyadh

Focused on bringing international fashion trends to an exclusive Riyadh, Saudi Arabia, clientele, Princess Deena Abdulaziz has led the boutique D’NA since 2006. Her members-only store features pieces personally sourced during travels to design houses and workshops spanning the globe. She takes pride in imbuing all featured clothes, design objects, and artworks, with her own personal taste and fashion perspective.

Showcasing new designers is a vital part of Princess Abdulaziz’ vision and she has brought a number of emerging fashion talents to public awareness through DN’A. Carrying many designers’ creations exclusively in Saudi Arabia, DN’A features the work of pivotal figures such as Haider Ackermann and Sofia Al Asfoor. In an interview in DIA Magazine, Princess Abdulaziz also speaks of being influenced by the work of Ece Ege, a Paris-based Turkish designer who has been creating stylized and embellished collections for more than a decade.

Princess Deena Abdulaziz has expanded the reach of her entrepreneurial venture over the years through the launch of pop-ups in international locations such as Doha, Qatar. In December, 2012, she launched an exclusive Riyadh pop-up that lasted a month and featured Florence-based Corto Moltedo’s urbane, hand-crafted clutches and bags. All items in the collection were produced in limited quantities in the artisanal leather tradition, by a team of three veteran craftsmen.

Craftsmanship is a key element in Princess Deena Abdulaziz’ decision making process when selecting fashions to showcase. She notes that Saudi customers are very discerning when it comes to examining details and tailoring, and that she constantly strives to source pieces with highest quality fabric and execution.