First Choice designs and produces some of the Middle East’s most popular local haute-couture dresses for women: Cut, detailing and colours are the key words which describe the collections. The inspiration for the clothing is drawn from numerous regional, cultural and international styles, offering new levels of elegance with accessible luxury.
Founded in 2000 First Choice was a leader in showing that Abayas and Shaylas could link design with tradition and blending conservatism with fashion. High quality Abayas and Shaylas are designed and manufactured in-house and range from the classic styles through to pieces influenced by the catwalk.
A leader in 2000 it became the first designer in the region to introduce lace, silk and other soft fabrics into the design of its Abayas and in 2013 the company again set the agenda for all other designers by offering dresses which interpret the direction of the global fashion industry.
First Choice has five shops across the UAE and employs over 100 highly skilled people in its factory located in Abu Dhabi. Leading new designers work alongside with family members to produce the standard collection, the fashion collection and the new limited edition ‘N’ collection.