Fashion

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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Victoria Beckham Spring-Summer 2020 Ready-to-Wear

Victoria Beckham has always been about high-end minimalism. Her designs are the kind of clothes you can wear anytime, anywhere, anyhow. It’s all about the attitude you sport. And so, it only seemed fair she used her incredible effortless elegance for her Spring-Summer 2020 collection, where she sent out models in pantsuits at times and midi skirts and lightweight coats at other times. Her collection was all about using a hint of the seventies – what with the pointed shirt and blazer’s collars – and adding them to the modern-day woman’s everyday clothes. In the fashion world, that meant houndstooth pantsuits, tweed blazers matched with midi skirts, tapered trousers with wool jackets and shirts layered atop turtleneck sweaters. Along came the fluid dresses that all had particular details to them, such as the ruffled details and the high-neck style combined with a cut-out plunging neckline. Nothing Victoria Beckham couldn’t pull off herself! And hey, with Posh’s family watching her from the front rows right next to Anna Wintour, who wouldn’t want to be there right now?

Article Written by Cindy Menassa

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The Best Looks from the Runways of New York

New York Fashion Week, you’ve been good to us! It’s only the first week of fashion month, but it seems that picking the best looks is most probably the hardest thing any one of us could do. Every fashion week has its own share of the most stunning outfits that the runways had to offer fashionistas all around the world.

Wondering what your wardrobe could look like come next spring? Well, suits are definitely on the top of the list, followed by breezy pieces ornamented with the most elegant floral prints and most importantly, lovely colors! If you want to be on top of your fashion game, get ready to master the art of suiting with a touch of audacity and you’ll be set.

While all the brands showcased their collections for Spring-Summer 2020, Ralph Lauren remained truthful to its “See now, buy now” strategy and luckily for you, showcased its collection for Fall/Winter 2019-2020 to get you started on the suiting trend. Yes, indeed, it’s like the universe is standing by your side. Join us below to take a look at our edit of the best looks from New York Fashion Week!

Article Written by Mirella Haddad

Elie Tahari
 
Elie Tahari
 
Oscar de la Renta
 
Oscar de la Renta
 
Carolina Herrera
 
Carolina Herrera
 
Michael Kors
 
Michael Kors
 
Adeam
 
Jason Wu
 
Proenza Schouler
 
Ralph Lauren
 
Ralph Lauren
 
3.1 Phillip Lim
 
Tom Ford
 
Coach 1941
 
Coach 1941
 
Alexander Wang
 
Marc Jacobs
 
Marc Jacobs
 
Brandon Maxwell
 
Brandon Maxwell
 
Tory Burch
 
Tory Burch
 
La Petite Robe
 
Badgley Mischka
 
Badgley Mischka
 

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Share the Love with Dior

Is there anything more beautiful than love? I guess not! That’s why Dior decided to help everyone celebrate it. Between the Lady Dior bag, Mitzah scarves, sneakers, jewelry pieces, and other astonishing designs, the exclusive Dioramour collection expresses love in every possible way.

In honor of Mr. Dior’s favorite color, Maria Grazia Chiuri adopted red for her assortment of creations along with the heart symbol thus making each and every piece of the collection shine with love, the Dior love, especially with the signature “J’❤ Dior”, meaning I ❤ Dior. The collection wouldn’t have been complete without some flowers and we can see them embroidered on some bags. Just looking at them gives us a pure sensation of passion.

Dior invites you to love and by checking its collection you would make a perfect first step to do so. That’s why the House made their designs available on its e-commerce site in addition to some selected stores. So, what are you waiting for? Go spread some LOVE!

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A 3D Printed Fashion Collaboration

In order to show her perception, her style and her approach in fashion, Ghina Ghandour, the Lebanese social media influencer, launched the brand “By G”. She had one purpose and one purpose only: to give women a boost through clothes, colors, and styles. To her, size doesn’t matter. Fashion is made for everyone no matter what body shape they have. Every woman has the right to look classy, modern and beautiful and she definitely deserves to ENJOY her look and show off her feminine features with elegance. 

So when Speetra Design Studio, a firm that supports innovation and aims to digitize the fashion industry and, “By G” collaborate together, you get the beautiful collection dubbed “Sustainability”, which is the latest customized collection – Capsule – and was unveiled at NYFW. This partnership allowed them to change the traditional textiles’ definition with their 3D printed designs and take fashion to a whole new level in the modern world. During the show, four stunning pieces from Spring Summer 2019-2020 collection were featured. The making of this collection is ecofriendly and has zero waste. This step was made with the intention of introducing 3D printed pieces to fashion and let it take part in day-to-day wardrobes.   

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A Dress to Truly Impress

There’s nothing quite like a good old dress to make you feel like a true princess, even if it’s not a puffy gown – modern-day princess, anyone? Thanks to the duchesses Kate Middleton and Meghan Markle, we now know that we don’t need to be wearing extravagant clothes to feel like royalty.

That said, if there’s anyone that could inspire our day-to-day dress options, it’s Kate Middleton. The Duchess of Cambridge has always had a thing or two for chic ensembles and now that we’re on the subject, we can’t but think of her inimitable style. But it’s not just that; a dress can always elevate your silhouette in the most refined kind of ways, even if it’s black or midi-length. On the other hand, every woman knows what suits her most – some ladies might go for wrap dresses while others might pick straight-cut dresses. It all depends on a woman’s body and most of all, her taste. So without further ado, check out our favorite dresses this season!

Article Written by Cindy Menassa

Zimmermann
Via Matches Fashion
 
Victoria Beckham
Via Net-A-Porter
 
Alessandra Rich
Via Matches Fashion
 
Carolina Herrera
Via Moda Operandi
 
Ellery
Via Matches Fashion
 
Altuzarra
Via Net-A-Porter
 
Etro
Via Net-A-Porter
 
Zimmermann
Via Moda Operandi
 
Nili Lotan
Via Net-A-Porter
 
Bottega Veneta
Via Moda Operandi

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Oscar De La Renta Spring-Summer 2020 Ready-to-Wear

 

Power duo Laura Kim and Fernando Garcia have not, in three full years, failed to embody Oscar De La Renta’s ingenious vision. And this season in particular was no different at all. In fact, the designers took show-goers on a fabulous getaway, full of the joys of bold colors and funky prints and designs.

The pieces were indeed a treat for sore eyes, with numbers ranging from print-infused cocktail dresses, to taffeta gowns and more subtle ensembles with the likes of pantsuits taking the lead. But perhaps the most surprising element was the kaftan, revisited in such a way that one would kill to slip into it.

The House has always been a red-carpet magnet, and this season’s ball skirts and asymmetrical lamé pleated gowns were taking the lead in that matter. Chiffon skirts, ruffled organza dresses and strapless ball gowns were all part of the deal and Irina Shayk making a fabulous appearance in a cut-out halter black organza dress was the cherry on top of a very fabulous cake.

 

Article Written by Cindy Menassa

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