A Conversation With Mariam Yehya

Egyptian Designer Mariam Yehya started off her career in marketing as a brand communications strategist, but soon came to find that her passion truly lied in designing clothes. Deriving from a family of designers, Yehya automatically picked up the pace, hence creating her very own line “Mrs Keepa” and channeling her irreverent taste and talent into her debuting vintage collection.

Azyaamode sat down with the Dubai-based fashion maven to find more about her new line!

You used to work as a media professional in Dubai. Can you tell us about the defining moment when you knew you wanted to be a fashion designer?

I was on my honeymoon walking in the streets of Florence with my husband when I noticed a big shop with a beautiful vitrine designed with playful and colorful fabrics.  I felt the fabrics were talking to me saying “ make of me a design”. This image didn’t leave my mind for almost 2 days and it revived all my dreams of fashion designing. I couldn’t stop talking about it to my husband who looked at me with a BIG smile and said, “ Mariam, I think it’s about time you pursue your dream, I believe you were made for fashion.” I woke up the next day emailing my company with my resignation and shortly after I registered online with Esmod Dubai for their 1-year program.

You got into fashion by putting together an Instagram page with over 60k followers. What made you to go into the fashion world and cross over the influencer/designer bridge?

I never considered myself as an influencer as all my posts are organic with no endorsements or ads. Plus I don’t have a crazy number of followers. I used my instagram page as a marketing tool for the launch of my own brand. Its role was to share with my followers genuine styling tips and keep them posted on what’s happening with my line. Instagram played a major role in my fashion career switch, as the appreciation and support I received from my followers was a great push.

We assume you developed your fashion enthusiasm at Esmod Dubai. How did this experience affect your career?

Actually my fashion enthusiasm started way back, before Esmod and specifically when I was 10 years old, as I come from a family where design and styling runs in our blood. My mother uniquely designed and sewed all of our clothes -a talent she had developed from her mother. She also helped me develop a sense of fashion and an eye for color mixing and styling at a very early stage in my life. My sister is also a renowned bridal fashion designer; she has been awarded the Middle East’s number 3 bridal designer and was recently featured on CNN @maisonyeya. I minored in fashion at university and enrolled in ESMOD to complete my studies and learn all the technical sides of the fashion industry, like sewing, pattern making, fashion marketing and much more.

Could you tell us more about Mrs.Keepa, the brand?

Mrs. Keepa is a pret-a-porter line, of which 30 % is pret-couture; it’s a Boho luxe brand with a 70s era inspiration. The Brand was named after my husband’s nickname Keepa, as he is famous for his goal keeping skills.

You are inspired by boho-chic trends, architectural concepts and childlike patterns. How do you mix-and-match each and every one of these concepts, creating the perfect 70s-inspired combination?

I reflected the 70s mood on all concepts through the selection of the right fabrics. I chose the warm colors for the modern Dubai inspired designs and played a lot with the styling to make sure it all reflects the same mood.

Can you describe the Mrs.Keepa woman in one sentence?

A woman who creates her own edge, dictates her very own trends and is confident of her personal style.

Who inspires you the most in fashion?

I love the fashion diversity and edginess of Rhianna.

Would you say that your daughter played a significant role in your newfound collection?

Absolutely! She was the main inspiration behind most of the collection’s pieces. I came to know I was pregnant when I was sketching for the FW016 collection and I was traveling a lot to get fabrics; so I decided to take advantage of the travels and start my baby shopping and that is when new sketches started to take over. I was so taken by the French baby clothes brands; they are very rich in fabrics, warm in colors and have a twist in their designs to make them playful and happy. I was so inspired by this direction that it became my guidelines for FW016 collection designs.

After launching your first collection, what‘s next for you? What is your ultimate goal?

I have Big plans for Mrs. Keepa, but I am enjoying taking things one-step at a time. At this stage, I want to focus on designing without having to stress about what is next. Luckily I am starting from a good place where there already is an existing brand awareness and great market exposure, thanks to Instagram. For now, I am giving it my all and hopefully the brand will evolve organically.


Cindy Menassa

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Tie-Dye Vibes

A term perhaps coined in the sixties and seventies, “tie-dye” mostly referred to dumping color dye onto old tees, which ultimately meant that you were a hippie or a surfer girl. With the evolution of fashion, and the many fashion-forward decades since then, this trend was put to sleep and managed to disappear into oblivion. But now, it’s back and it’s dubbed as one of the most defining trends of this season.

Just as it seems, the re-imagination of tie-dye has turned your vintage trend into something contemporary and stylish – to say the least. Indeed, designers have been applying the technique to denims, chic A-line dresses – hello, Prada – and lavish skirts. So much so that the chic surfer-girl has made a huge comeback and she’s as elegant as ever. This season, trade your average florals with acid washes and bright tones, splashed across dresses, tops, trousers and skirts. To incorporate this trend into your everyday wardrobe, take style cues from the fabulous runway inspirations we’ve carefully scoured for you. And if we’ve finally convinced you, we’ve rounded up must-have tie-dye pieces that will give you the “surfer-girl chic” title in a matter of seconds.


Article Written by Cindy Menassa

Runway Inspirations
Prabal Gurung
Prabal Gurung
Stella McCartney
Collina Strada
John Elliott
Proenza Schouler
What to Buy
Stella McCartney jeans
Via Net-A-Porter
Prada dress
Via Matches Fashion
The Elder Statesman sweater
Via Net-A-Porter
Rhode Resort dress
Via Matches Fashion

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Thierry Wasser Recreates Guerlain’s Cuir Intense in Words

No one can depict the spirit and character of a fragrance better than the creative mind behind it, and for Guerlain’s latest fragrance “Cuir Intense”, the captivating scent comes alive again through the words of its creator, master perfumer Thierry Wasser. Luckily for us, Azyaamode got the chance to sit with this skillful perfumer and unfold the mystery of this new beauty marvel.

How can leather become a scent, might you ask? In fact, Thierry Wasser unveils the secret of “fragrancing” leather. On another note, he also talks about a few more topics such as the “Absolus d’Orient” collection in general, the first leather notes created in the beauty industry, the influence of a certain region on a fragrance, as well as the Middle East’s role in the perfume world.

Dive more into Guerlain and Thierry Wasser’s world by watching this video!

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Azzi & Osta Present “Memoirs from the Silk Road"

It was during Paris Haute Couture week that Lebanese power duo Azzi & Osta unveiled their Spring-Summer 2019 Couture collection “Memoirs from the Silk Road”, at the famed Hotel de Crillon.

Inspired by the ancient trade network connecting East and West, every gown pegs itself as an homage to a city, a monument or a memorable landmark.

“It was always very fascinating to us how silk as a luxury had to travel from one side of the earth to another to get to the royal courts of Europe .The idea of how secretive and protected was the provenance and art of silk making, is very similar to Couture, the savoir-faire, the well-kept secret of the couture house, and the journey that every piece undertakes”, stated the designers.    

And so, the collection features a slew of exquisite designs featuring various techniques such as pleating on dresses, flowy fabrics, antique embroideries and sculptured structures. The fabrics, on the other hand, range from silk satin, organza, double satin duchesse, and gazar – all of which reflect the minimalism of the desert dunes and the peacefulness lying within sea horizons. Topping off the collection are two diaphanous bridal looks, including one with a detailed embroidered cape that took twenty craftsmen hand embroidering it and over 120 hours to make. 

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Cannes Film Festival 2019 – All the Best Dressed Celebrities

It’s that time of the year again, where the world’s biggest celebrities descend upon the French Riviera to celebrate what could only be described as the mother of all film festivals. Indeed, the Cannes Film Festival gathers A-listers, producers, actors, models and socialites alike at the heart of the French Riviera – all of whom hit the invitation-only event in nothing but glamor and elegance.

And it’s during the beautiful month of May that the industry’s most influential names celebrate all the new films and all the genres in the presence of the world’s biggest movie directors and producers, not to mention Hollywood’s most famous actors. So you can only imagine the glamor taking over the red carpet as the hottest models, singers and actresses strut their good looks in diaphanous gowns and daring styles. Last year, we were all pretty much amazed with Izabel Goulart’s stylish choices and of course, Bella Hadid’s exquisite taste.

This time around, we can’t wait to witness yet another legendary moment in Hollywood’s history and we can’t wait to show you who wore who and what!

-Madison Beer in Georges Hobeika
-Priyanka Chopra in Georges Hobeika
-Penelope Cruz looking fabulous in CHANEL
-Virginie Ledoyen in Dior
-Ariane Labed wearing Chloé
-Monica Belluci wearing Dior
-Min Pechaya wearing Ali Karoui Couture
-Elsa Hosk wearing Etro
-Eva Herzigova wearing Dior
-Stefanie Giesinger in Etro
-Shailene Woodley in Dior
-Negin Mirsalehi in Etro
-Bella Hadid wearing Dior
-Marica Pellegrinelli wearing Etro
-Catrinel Marlon wearing Alberta Ferretti
-Frederique Bel in Tony Ward
-Selena Gomez wearing Louis Vuitton
-Angele wearing CHANEL
-Amira Casar in Dior
-Liu Tao in Etro
-Virginie Ledoyen wearing CHANEL
-Julianne Moore looking stunning in Dior
-Eva Longoria wearing Alberta Ferretti
-Charlotte Gainsbourg in Saint Laurent
-Model Izabel Goulart in Etro
-Caroline de Maigret in CHANEL
-Nadine Labaki in Dior

Article Written by Cindy Menassa

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Ramadan 2019 Lookbook – The Third Edition

Cover Photo Courtesy of Net-A-Porter

There’s something about modest dressing that’s so alluring, it almost suits every body type, style and taste. But perhaps the most outstanding thing about modest dressing is that it’s the perfect combination of elegant and stylish, fit for the Holy Month.

In light of this, Ramadan is usually chockfull of Iftars, Suhoors and family gatherings, which may or may not take up your whole schedule. And if you have a 9 to 5 job, here’s where the problem lies: how will you ever find an outfit that could ultimately take you from day to night in modesty and style? While the issue at hand might seem a bit impossible to resolve, believe it or not, there actually are a few options you could explore during the Holy Month. And with the multitude of international and local brands and designers catering for Ramadan, you will never find yourself at a shortage come the Holy Month.

And so, as the event-infested season begins, we’ve come to find that the more options you have, the more covered you are. That said, we’ve prepared a few looks for you to get inspired by!

Look 1
Weekend Max Mara dress
Tiffany & Co ring
Tiffany & Co bangle
Prada bag
Cult Gaia sandals
Via Net-A-Porter
Look 2
Self-Portrait kaftan
Via Matches Fashion
Van Cleef & Arpels Perlée earrings
Van Cleef & Arpels Perlée necklace
Bvlgari bag
Dior pumps
Look 3
Cami NYC top
Via Net-A-Porter
Alice & Olivia skirt
Via Net-A-Porter
Valentino shades
Fendi bag
Gucci sneakers
Look 4
Temperley London dress
Messika Paris BO My Twin earrings
Dior Grand Soir Reine des Abeilles watch
Gucci bag
Balenciaga mules
Via Matches Fashion
Look 5
Rodarte top
Via Matches Fashion
Isabel Marant trousers
Via Net-A-Porter
Tiffany & Co Cocktail watch
Oscar de La Renta bag
Via Net-A-Porter
Gucci sandals
Via Net-A-Porter

Article Written by Cindy Menassa

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Celebrating The Outnet’s 10th Anniversary

There are so many things worth celebrating in life, such as 10 years of style, and with The Outnet celebrating their 10th anniversary, that is indeed a very special occasion. In fact, this platform which has become a go-to destination for every stylish shopper, launched a limited-edition collection of almost 100 exclusive pieces – highlighting their on-going relationship with international designer brands.

Over 35 designers and iconic brands – including  Oscar de la Renta, Carolina Herrera, Paco Rabanne, Delpozo and Christopher Kane to name a few – celebrate with The Outnet this milestone. And if you think that’s all, you’re absolutely wrong! Such an occasion can’t be complete without a campaign and with this in mind, The Outnet tapped world-renowned Model and Designer Alek Wek, Lawyer, TV Host, Model and Philanthropist Jessica Kahawaty, Makeup Artist, Creative Director, and Author Lisa Eldridge, Mixed-media Artist Quentin Jones and Singer Song-writer Paloma Faith to participate in the shoot that took place in London.

Including an off-the-shoulder silk dress by Oscar de la Renta, structured peplum dresses by Carolina Herrera, a Delpozo peplum midi dress, an iconic, jewelled cut-out sweatshirt by Christopher Kane, a silk mustard suit by Adam Lippes and a metallic, mesh chain dress by Paco Rabanne, the collection is exclusively available on

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