Melis by Sahar Al Aufi expands U.S. presence with Love & Peace collection

Melis by Sahar Al Aufi is growing its U.S. business through the debut of its Love & Peace collection for American clients, stylists and retail partners. The move builds on its New York Fashion Week presence and a made-to-measure model aimed at luxury bridal and occasionwear buyers.

Why it matters: - Melis by Sahar Al Aufi is targeting U.S. growth in a luxury market where clients are looking for made-to-measure fashion with a cross-cultural point of view. - The brand’s model gives American bridal retailers a way to offer couture without carrying permanent inventory. - The expansion could widen access to bespoke bridal, menswear and occasionwear for clients who want one-to-one design service.

What happened: - Melis by Sahar Al Aufi introduced its Love & Peace collection to American clients, stylists and industry partners. - The expansion follows the house’s New York Fashion Week appearance and existing U.S. relationships. - The brand is now accepting inquiries from bridal retailers in the United States for trunk show and private client partnerships. - Interested boutiques can reach the house through its contact form.

The details: - Melis by Sahar Al Aufi was founded in 1998 by Omani-Italian designer Sahar Al Aufi. - The house operates with ateliers in Oman and Italy. - The brand makes made-to-measure couture across bridal, menswear, womenswear, occasionwear and its Melis Arabia line. - The house dresses the full wedding party, from the bride and groom to other guests in the celebration. - The Love & Peace collection uses silk, chiffon and tulle. - The collection features hand embroidery and sculpted, fluid silhouettes. - Every piece is made to measure. - The design process starts with a client’s story, not measurements. - The house works directly with clients, and the designer travels to meet them. - Melis by Sahar Al Aufi has shown at New York Fashion Week at Sony Hall. - The company has an established U.S. presence and is expanding its private client network and retail footprint in the country.

Between the lines: - The U.S. push avoids traditional wholesale, signaling a preference for controlled distribution and a high-touch luxury experience. - Trunk shows and private appointments let the brand test demand while keeping production bespoke. - The collection’s “beauty has a soul” theme reinforces the brand’s focus on emotional storytelling over trend-driven fashion.

What's next: - Melis by Sahar Al Aufi will continue building select trunk show and private appointment partnerships with U.S. bridal retailers. - The brand will keep taking made-to-measure orders on site during those engagements. - The house is expected to deepen its U.S. private client network as it expands its retail footprint.

The bottom line: - Melis by Sahar Al Aufi is using a made-to-measure, appointment-only model to grow in the U.S. while staying firmly anchored in bespoke couture.