Why it belongs in ORBIS
Samarkand-rooted fashion label by designers Dilbar and Sitora, described as the first Samarkand brand with a national accent; works with traditional Uzbek fabrics such as adras, bakhmal and suzani and has since shown at Dubai's Fashion Forward.
SHADI by Dilbar and Sitora is described in industry coverage as the first fashion brand from Samarkand to build a collection around a distinctly national, Uzbek identity. The label works with traditional local textiles — including adras, bakhmal and suzani fabrics, along with hand-woven ikat — and the designers work directly with manufacturers to help sustain traditional Uzbek ikat-weaving methods rather than sourcing mass-produced substitutes. Its output spans contemporary dresses alongside reinterpreted traditional pieces such as chapans and bomber jackets, plus home and lifestyle accessories including bags and decorative items. Beyond its home base, the brand has built a presence in the United Arab Emirates, including participation in Dubai's Fashion Forward event over two seasons, giving it a dual footprint between Samarkand and the Gulf fashion-retail market.