DESIGNER Focus

on the Middle East region. They are expecting that in 2019 that the income from the modest wear will be around $484bn. A lot of the big brands like D&G are considering modest wear. H&M are considering modest wear and several other names. It’s good to see that and we feel that our label gives an option for such a market between high end and high street. Something that’s modest but more chic and affordable whilst maintaining a reputable quality, which you can see in the details and embellishments”

Your collection has been described as ‘for everyone of all cultures and backgrounds bridging the gap between different communities and backgrounds.’ Tell me about some pieces that reflect this ethos in your Resort collection?

“We have longer length pieces, elegant, chic and modest. Most of the pieces are very versatile. In every collection we try to create exceptional pieces that blend in the Arabic culture. We try to cater something for everyone, of all ages” said Aisha. On describing a blue buttoned jacket with a long hem, Aisha explained that “it has an Eastern feeling as it has long sleeves, but what the customer chooses to wear it with could make it modest or showy, depending on the customer’s taste. They can wear it with tight pants and even short shorts.” Their mix-and-match separates can be paired up easily. Recent feedback from an older customer was that “the design for a particular dress was like a 70’s smock catered to the taste of the older woman but with a contemporary twist.” explained Aisha.

What are your best received pieces from your current Resort collection?

Maqdeem innocently declared “Well, it depends on the customers needs. Their body shape, skin tone, and the colours that they prefer all impact on their final decision. I would say though that with no exception, everyone loves our blue pieces. I have not met anyone who doesn’t love the blue pieces in our collection. Actually that blue long shirt you picked, that was one of the best received pieces so far. The pleated blue dress in our collection was also very well received.” Do you have a specialised fabric which is synonymous to your signature collection?

“Working together comes with a lot of attention sometimes, because you have different opinions, but then we have an advantage of having two forces combining ideas. We tend to add onto each others thoughts. Maqdeem went on to say “‘my sister was actually there from the beginning since I started my business but she wasn’t officially part of it. At that time I focused a lot of my attention on the details and the designs. I got a lot of advice on the way so I developed and evolved (the collection) from my sister and my brother too (a VCU student), he kept pushing me a lot. My sister always had these creative thoughts, especially in relation to social media. ‘Maqdeem you have to do this, do that and don’t do that’ she obsessed a lot too as she spends so may hours on social media, paying close attention to trends.”

The global fashion market is hugely investing in modest wear, what is your opinion on the rise of modest fashion?

“I really think that modest fashion is playing a major part in the fashion industry. For me being modest is not just about or directly related to religion. Sometimes it’s about being comfortable. It can add grace, elegance and be demure. A lot of fashion icons throughout history have dressed modestly. People think that being modest is relative to Islam but it’s not. There are other religions which encourage dressing modestly too. A big part of it is the age too. You will see more of the younger generation in their 20’s who are comfortable in showing skin and as they grow older they want to dress more conservatively in general. I recently read that the international fashion industry is depending

Aisha explained that “the colour, print and fabric is curated for each piece of the collection. Our fabrics are breathable and lightweight. They are semi synthetic which are perfect for warm weather climates. When you touch the pieces, they have a particular sensation which keeps cool in hot weather.” They meticulously picked their fabrics which range from tencel, viscose and jacquard. The summery prints are hand designed and the gorgeous embellishments are handmade. How do you feel about the modest fashion scene in Qatar?

“It is growing and there are new brands that are coming out every day. The way we consider ourselves different is by incorporating ourselves as East-meets-West when it comes to style. In the local market ladies are really desperate for modest wear.” Aisha went on to say, “I noticed from quite early on that if I have the same piece as a sleeveless dress and one with long sleeves they would ask for the long sleeve variation. The culture is changing. During Eid women would have wanted want to show their abayas before, but now they prefer to show off their clothes especially for those that wear a hijab. They want to be dressed up, yet modest.” What is next for Maqdeem? Where do you see the brand in the future?

“We are positioning ourselves internationally. I see Maqdeem in boutiques and department stores around the world. This was my target from the beginning” said Maqdeem. Aisha went on to say “...that is why we chose La Boutique Blanche. There are certain public figures which we want to dress someday. Very soon we would love to showcase our range in department stores in the region and internationally too. That is a major goal.” www.maqdeem.com @maqdeem