The story behind Natural Fashion
Natural Fashion was founded by Ella Paul, originally from the UK, whose passion for fashion and design has driven her from a young age. Growing up, Ella spent countless hours sketching designs inspired by fashion magazines and dreamed of creating a brand of her own. But when she researched the fashion industry, she discovered the harmful effects of fast fashion—its environmental impact, exploitative labor practices, and the low-quality, disposable nature of its garments. She also found it difficult to find high-quality, affordable pieces that aligned with her values. Determined to offer a better alternative, Ella moved to Dubai in 2021 and launched Natural Fashion there in September 2023 as a sustainable slow fashion brand.