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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Adorable All-in-Ones

Cover Photo Courtesy of Alexandalexa.com

More often than not, our children’s wardrobe reflects our own style and choices and that’s why it should be very well taken care of. That said, mastering kidswear trends can be difficult enough, especially if your kids tend to throw a tantrum every morning when it’s dressing time.

But that’s where overalls – all-in-ones, jumpsuits or playsuits – come in handy; they’re the kind of clothes you choose on a very tiring day, you know, the one where nothing seems to be working. To top it all off, when it’s so hot you can’t even breathe or when you’re too lazy to think, overalls can be just the perfect solution to put an end to your worries. Forget about the matching process, about making sure your kids love them or any other issue for that matter, because all-in-ones are your answer this year for a relaxed sunny season. Thankfully, designers such as Chloé, Stella McCartney, Zimmermann and so many more have treated us with ah-do-rable jumpsuits for your little darlings. Don’t know which one to get? Check our own selection of the best all-in-ones and pick your favorite!

Zimmermann Kids
Via Net-A-Porter
 
Ralph Lauren
Via Alexandalexa.com
 
Monnalisa
Via Bambini Fashion
 
Chloé Kids
Via Net-A-Porter
 
Frugi
Via Alexandalexa.com
 
Stella McCartney Kids
Via BambiniFashion
 
Mini Rodini
Via Alexandalexa.com
 
Mc2 St Barth
Via Bambini Fashion
 
One Day Parade
Via Alexandalexa.com
 
Pinko Up
Via Bambini Fashion

Article Written by Cindy Menassa

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Dress like a Milkmaid

You know those dresses and tops that make you look like you’re leaving the city for good to find the ultimate simple life? Yeah, they’re back. It’s not so much about looking like you’ve just come back from an afternoon at the farm milking cows, as it is about pulling off a trend that seems to contradict all masculine vibes you’d already picked off.

You’ll probably know it’s a milkmaid trend if there are ruffles, printed cotton-voile, poplin dresses, squared necklines, puffy sleeves, corset details and a galore of off-the-shoulder looks. And you’ll probably know it’s in if you’ve already had a déjà vu from all the Instagram feeds you’ve stumbled upon. This ultra-feminine trend is not one to be undermined, as its authenticity and simplicity is what makes it one of the most up-and-coming trends out there – all of which are reason enough to drop everything you know and make yourself comfortable in one of these gorgeous milkmaid pieces.

So vegan friends, brace yourselves for some dairy-free, head-turning ruffle-infested fashion!

Dolce & Gabbana top
Via Matches Fashion
 
Molly Goddard dress
Via Net-A-Porter
 
Jonathan Simkhai dress
Via Mytheresa.com
 
Zimmermann dress
Via Matches Fashion
 
Reformation top
Via Net-A-Porter
 
MiuMiu top
Via Mytheresa.com
 
Alexis dress
Via Moda Operandi
 
Dolce & Gabbana top
Via Mytheresa.com
 
Luisa Beccaria dress
Via Matches Fashion
 
Self-Portrait dress
Via Matches Fashion

Article Written by Cindy Menassa

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Beat the Heat in Beach Trousers

Mastering beach style is an art in itself, one that shouldn’t be underestimated. Sure, you could always go the easy way, wear a pair of denim shorts with a little tee and go on about your day, but what does that really say about you?

Granted, during the warmest months of summer, you just want to be left alone while you sunbathe by the pool, but any woman who loves fashion automatically loves to make an entrance. And so, this season, we’ve watched yet again the rise of beach trousers; you know, the ones that come with either matching crop tops or that you can pair with any fresh blouse. The great thing about these pants is that they come in so many colorful and eclectic prints, that you’ll see them coming from a mile away. Not only are these trousers lightweight, slouchy and comfortable for the pickiest one of us, but their fabric is also as versatile as ever. We’ve seen fabrics ranging from broderie Anglaise, to summer knits, silks and poplin cotton. To complete the look, go for summery slides, a big straw beach bag and fabulous shades!

Take a look at our selection and pick your favorite beach trousers!

Zimmermann
Via Matches Fashion
 
Chloé
Via Net-A-Porter
 
Missoni
Via Mytheresa.com
 
Alexis
Via Moda Operandi
 
La DoubleJ
Via Matches Fashion
 
Elena Makri
Via Net-A-Porter
 
Jonathan Simkhai
Via Mytheresa.com
 
Suboo
Via Moda Operandi
 
Adriana Degreas
Via Matches Fashion
 
Faithfull the Brand
Via Net-A-Porter

Article Written by Cindy Menassa

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CHANEL Re-Opens its Dubai Mall Boutique

It’s at the heart of the Dubai Mall that CHANEL has reopened its largest boutique in the UAE –a boutique that was first unveiled in 2009. Spanning over 715 square-meters, the new store features a two-story design and a ground floor dedicated to showcasing the latest CHANEL creations, Ready-to-Wear, bags, shoes and accessories, fragrances, as well as a selection of Fine Jewelry and Watches. 

But what does the new concept look like? Well first off, it was designed by New York-based architect Peter Marino, who’s been known for his uncanny ability to constantly translate and reinterpret the aesthetic codes of the House. With that in mind, the boutique is comprised of an interior mall façade featuring folded stone screens, and a beautiful display window introducing the latest collections. There are two main entrances introducing the spacious ground floor, where clients can step into the Accessories world, with a handbag display to the left and a modulable wall to the right – a wall that will continuously be transformed to feature the newest creations, immersing clients into new experiences with each visit.

Alongside the costume jewelry area, customers are welcomed into a display dedicated to Les Exclusifs de CHANEL fragrances, then into an expansive shoe area and later into a selection of CHANEL Watches & Fine Jewelry masterpieces. To top it all off, two Ready-to-Wear salons and three fitting rooms are decorated with specially-commissioned artworks by Shelter Serra, Martin Kline and Alastair Cook – yet another fabulous reminder of the House’s continuous relationship with Art.

The first floor unveils two beautiful VIP salons, decorated in CHANEL’s signature tones of light beige, burgundy and gold and offering clients the ultimate luxury experience.

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12 Comfy Day Rompers for a Fresh Summer

Why bother going through the whole matching process when you can just slip into a romper and pull off an effortless look? Whether you call it a romper, a jumpsuit, or overalls, there’s one – albeit simple – way to wear them: slip into them and let these onesies do the magic for you.

There’s something about jumpsuits that give off a statement without you even having to try hard. However, one major issue that comes with said jumpsuits is: what do I do if I want to go to a public bathroom?

While we think it’s not really an issue here, we consider the accessorizing part of the equation the single most important matter. Should you wear the wrong shoes, the wrong bags, heck even the wrong bijoux, your outfit can go from yay to nay in a split of a second. The trick here is to go with the flow of your romper and make sure you don’t over-do it. But if you’re still wondering which rompers you should own for a casual day out, then here are our options for you!

Valentino
Via Net-A-Porter
 
Citizens of Humanity
Via Shopbop.com
 
Acne Studios
Via Mytheresa.com
 
Temperley London
Via Moda Operandi
 
Max Mara
Via Matches Fashion
 
Staud
Via Net-A-Porter
 
Diane Von Furstenberg
Via Shopbop.com
 
Isabel Marant
Via Mytheresa.com
 
Zimmermann
Via Matches Fashion
 
Brandon Maxwell
Via Moda Operandi
 
Stella McCartney
Via Net-A-Porter
 
Dolce & Gabbana
Via Matches Fashion

Article Written by Cindy Menassa

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Everything You Need for a Glamorous Pool Party

Cover Photo Courtesy of Instagram.com/Netaporter

Looking for a refreshing way to beat the heat in style? We’ve got two words for you: pool party. Yes ladies, summertime madness is at the tip of your fingers and all you need to do is throw a massive pool party.

With the sun never setting and the days getting longer, your summer calendar must be surely stacking up with back-to-back relaxing days by the beach. And so, one issue comes to mind here; how to look gorgeously swell when you’re obviously going to lose your stylish hairdo, not to mention your hydration – hello, sweaty days. The answer here seems to lie in the way you’re going to groom yourself, from your outfit, to your swimsuit, your accessories and pretty much everything else. It doesn’t matter if you’re just cooling off by the swimming pool or dancing the heat away, one thing’s for sure, the more stylish your outfit is, the better.

That said, to help you out, we’ve scoured the must-have essentials you’ll definitely be needing to knock this pool party off its hot feet!

 

Article Written by Cindy Menassa

Zimmermann matching set
Available at Harvey Nichols-Dubai
 
Hunza G swimsuit
Via Net-A-Porter
 
Loewe hat
Versace sunglasses
 
Versace sunglasses
Loewe towel
Via Net-A-Porter
 
Muun beach bag
Available at Bloomingdale’s
 
Dior slides
 
Net-A-Porter Beauty beach kit
Via Net-A-Porter

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