In a landmark occasion for Emirati craftsmanship, Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, wife of the ruler of Sharjah and chairperson of the Sharjah Family and Community Council, attended the launch of the Emirati edition of the Fendi Baguette® handbag. This initiative, a collaborative effort between the renowned Italian fashion house Fendi and Emirati designer Khaled Al Shafar, took place in a special ceremony at the Hamriyah Studios in Sharjah.
The limited edition bag was brought to life through the dedicated efforts of 12 Emirati artisans from the Erthi Contemporary Crafts Council, who committed over 435 hours over two years. They employed traditional Talli techniques, integrating their heritage into contemporary design.
This project stands as a unique fusion of inherited Emirati expertise and contemporary Italian vision, resulting in a limited release that showcases the intricacy and mastery of Emirati craft. It aims to elevate the presence of Emirati craftsmanship on the global stage.
The initiative also embodies a humanitarian ethos, as a portion of the proceeds from the sale of this handbag will support humanitarian projects and initiatives by the Big Heart Foundation, aimed at aiding refugees, displaced peoples, and communities in need worldwide.
Enhancing Emirati Craftsmanship
This collaboration extends the Erthi Council’s efforts to preserve Emirati crafts and amplify the contributions of artisans in the design sector. By forging partnerships with global designers and fashion houses, the council aims to broaden the application of traditional crafts, thereby opening new horizons for Emirati handcrafted products. This initiative underscores the UAE’s identity on international fashion and style platforms, rooted in rich heritage and deep traditions.
The event attracted prominent figures, including Sheikha Hind bint Majid Al Qasimi, chairwoman of the Sharjah Businesswomen Council, and Sheikha Jawaher bint Abdullah Al Qasimi, chairwoman of the Rubu’ Qarn Foundation for Creating Leaders and Innovators, alongside other high-profile guests, Fendi representatives, and a select group of media representatives.
Artisans at the Forefront of Fashion
In response to the launch, Reem Bint Karam, Director General of the Erthi Contemporary Crafts Council, stated: “Our collaboration with Fendi and designer Khaled Al Shafar marks a significant step in our efforts to enhance the presence of Emirati crafts in the global design sphere. It reflects our belief that traditional crafts are not merely practices of the past but living knowledge capable of evolving and contributing to creative industries that transcend geographical boundaries.”
She added, “We take pride in the contributions of 12 Emirati craftsmen to this project over two years, which demonstrates their skill and precision in meeting global design requirements. The Erthi Council continues to cultivate quality partnerships that place artisans at the heart of the creative process, providing them with broader opportunities for participation and production, thereby enhancing the economic value of Emirati crafts and ensuring their sustainability for future generations.”
Design Inspired by Culture
The design of the handbag was developed by Emirati designer Khaled Al Shafar, drawing inspiration from the cultural identity and natural environment of the UAE. The artisans from the Erthi Council meticulously crafted Talli ribbons, a central design element, utilising precise hand techniques that reflect their deep expertise.
The colour palette of the handbag is derived from the elements of the UAE’s environment; dark green represents palm trees, while grey and light green signify the ghaf tree. Additionally, the mustard and golden hues evoke the flowers of the ghaf tree and the rays of desert sunlight, complemented by silver threads that highlight the traditionally used materials in the Talli craft.
One of the standout design features is the reimagined Fendi logo, represented through the Arabic letter ‘ف’ (fā), inspired by the Kufic script. Khaled Al Shafar reshaped the letter using Talli techniques, merging the brand’s visual identity with the aesthetics of Arabic calligraphy. The geometric configuration of the letter was transformed into a woven pattern intended to showcase traditional crafts in innovative ways.
A Collaboration Celebrating Heritage
The handbag is adorned with hand-woven Talli ribbons as well as dark green silk tassels that extend across the body and strap, featuring a metallic buckle that showcases the iconic “FF” logo with golden details and a dark green dial. This design harmoniously blends artisanal precision with distinct elements of the Fendi brand.
Designer Khaled Al Shafar remarked, “Selecting Talli for this project was crucial as it is one of the esteemed Emirati crafts, embodying significant cultural and aesthetic values in our local community. My aim was to present the renowned Baguette handbag with clear Emirati identity while retaining the iconic essence associated with Fendi.”
He further added, “The most notable design contribution was crafting the Arabic letter ‘ف’, inspired by the brand’s renowned logo and executed using Talli techniques, along with selecting colours reflective of the UAE’s environment, including palm trees, ghaf trees, and desert hues. Collaborating with the artisans from the Erthi Council highlighted their craftsmanship and precision while exploring the aesthetic and design potentials of Talli in a piece that fuses Emirati heritage with luxurious global fashion.”
Dima Halal, Executive Director of Fendi in the Middle East, stated, “The Emirati Baguette handbag celebrates exceptional artisanal skills and the cultural heritage that binds us across borders. Our partnership with the Erthi Contemporary Crafts Council presents an opportunity to honour a project that merges Fendi’s rich Italian experience with the rich traditions of Emirati craftsmanship, facilitating a creative dialogue between authenticity and contemporary innovation. This collaboration reflects our commitment to supporting local talent and preserving artisanal skills while reinterpreting the iconic Baguette in a uniquely Emirati context.”
The Erthi Council has developed over 80 different designs and patterns of Talli through its programmes and skill enhancement centres, enriching craftsmanship practices and enabling their application in products that meet contemporary design demands.
The collaboration with Fendi and designer Khaled Al Shafar underscores the importance of involving artisans and utilising their expertise in the various stages of developing luxury products. This initiative offers design solutions rooted in deep knowledge of authentic traditional craftsmanship, enhancing opportunities for their participation in the creative economy and opening up more avenues for Emirati crafts in international markets.
Through this partnership, the Erthi Council aims to bridge international collaborations, presenting creative models that unite artisanal expertise with contemporary design, thereby supporting Sharjah’s position as a hub for handmade crafts, creativity, and cultural exchange.