From Self-Taught to Style Maven:
The Budreya Faisal Story
Budreya Faisal, the visionary founder and creative director behind BLEACH, embarked on her fashion journey with a single tailor and a determination to rewrite the rules of style. In 2009, armed with nothing but her passion and curiosity, she ventured into the world of fashion, teaching herself the intricacies of textiles, design, and the art of pushing creative boundaries. What started as a personal quest evolved into something much greater – BLEACH. With a minimalistic design aesthetic influenced by her love for Japanese fashion, Budreya has made an indelible mark on the fashion landscape, challenging conventions and celebrating individuality.
Early Beginnings
Budreya's fashion odyssey began in 2009, a time when independent abaya labels were scarce, and the market was dominated by traditional, cookie-cutter designs. Unhappy with the lack of options that resonated with her style, she took matters into her own hands. Starting with a less-than-skilled tailor in a small room adjacent to her family's home, Budreya experimented with daring cuts, some way ahead of their time. This phase was marked by trial and error, where she learned the ins and outs of fabric draping, bias cuts, and, crucially, what not to do. Through relentless dedication, she honed her skills, and in September 2011, she showcased a unique collection featuring two-piece abayas. This marked her first foray into the fashion world, and the response was overwhelmingly positive, laying the foundation for what would become BLEACH.
A Journey of Self-Discovery
Budreya's path to becoming a fashion designer was unconventional. Her early career took her into graphic design and even car design. Yet, it was her time in Italy that sparked her fascination with fashion. Surrounded by friends in the fashion industry and inspired by the artistic chaos of Italy's fashion scene, she found herself drawn to the world of style and self-expression. She returned to Dubai with a newfound purpose: to design clothing that authentically represented herself.
The Birth of BLEACH
Budreya's vision for BLEACH took shape in 2012. True to her minimalistic approach and inspired by Japanese design principles, her work reflected an aesthetic that was distinctly her own. BLEACH was officially launched in January 2013, marking a new chapter in the world of abaya fashion. The name "BLEACH" itself signifies the brand's mission – to bleach away boundaries and offer a fresh perspective on the traditional black abaya.
BLEACH
in the making
A Signature of Excellence
Budreya Faisal's meticulous attention to quality is a hallmark of BLEACH. Her designs are crafted with incredible precision, and the abayas are known for their exceptional finish, with the inside as pristine as the outside. This dedication to quality extends to the brand's fabrics, often sourced from Japan, known for their beauty and opulence. Budreya's deep appreciation for Japanese design, particularly inspired by Yohji Yamamoto, is evident in every collection. The heart of BLEACH's identity lies in its Signature reversible outerwear, a testament to innovation and versatility. Beyond abayas, BLEACH offers a versatile range, including the iconic Puff abaya, a style sensation that became an instant hit and an iconic representation of the brand. Another notable addition is the BLEACH Reversible Kimono, which has also become a staple in the brand's offerings. The BLEACH brand positioning is equally unique, being seen as edgier than most, always ahead of the game, and never simply following trends. This commitment to quality, innovation, and timeless style sets BLEACH apart as a trailblazer in the world of fashion.
Design Inspiration
Budreya finds inspiration in the vibrant textile markets of Dubai, where colors, textures, and atmospheres converge. Her love for fabric exploration is evident in the diversity of her collections, with each piece reflecting her unique perspective.
An Emirati Identity
Budreya's upbringing in a multicultural and artistically nurturing family deeply influenced her creative journey. Born and raised in the UAE, she embraced a non-traditional upbringing that encouraged artistic expression, humility, and independence. Her family's support and diverse cultural heritage enriched her perspective as a designer.
A Designer for the Modern Woman
BLEACH's designs cater to strong, confident women who celebrate their individuality. Budreya's creations are more than fashion; they are a means of self-expression and a celebration of personal style.
A Dual Life in Sports Marketing
In addition to her remarkable achievements in the fashion world, Budreya Faisal leads a parallel life as a sports marketer. She is the driving force behind Ghost Concept, an athlete brand development agency. Her prowess in sports marketing has not only contributed to her success but has also allowed her to create a pioneering venture, "Banaat FC," a women's football club that aims to place Arab women at the forefront of football. Budreya's ability to excel in two vastly different domains underscores her exceptional talents and her commitment to breaking barriers.
Budreya Faisal's story is a testament to the power of self-discovery, innovation, and the relentless pursuit of one's passions. It's a journey that has transcended borders, challenged conventions, and left an indelible mark on the world of fashion.
Budreya is an International Woolmark Prize nominee, one of 50 UAE nationals featured in the book “Those Who Inspire” and one of 25 Emirati women featured in the book “Emirati Women Achievers”.
