DESIGNER
Focus
BEHIND THE SEAMS In the chic setting of LA BOUTIQUE BLANCHE, our fashion insider, POOJA (@lesrebellessquad) interviewed Qatari sisters MAQDEEM and AISHA AL NAAMA, discussing everything from the launch of Maqdeem’s Resort Collection to what it takes to be a young, up-andcoming modest fashion brand in Qatar.
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ell us about Maqdeem and why it is unique compared to other Qatari brands. For the latest collection we are focusing on ready-to-wear separates which you can mix and match. We try to create exceptional pieces. It’s luxury, but, at the same time it’s affordable and for every collection we create, we try to blend modern style with our culture, and that is why it’s modest. How has Maqdeem evolved since its first collection in 2015? Maqdeem started the brand in 2015 with a collection more traditional in its design aesthetic, but it was one of the first brands in the market to make colourful abayas. As a young designer she felt that local women were more conservative and wasn’t sure how her collection would be perceived. She needn’t have worried as the response was very positive and she was really pleased when the collection completely sold out. “Aisha Al Naama (Maqdeem’s sister) came on board after that initial success and we decided that we could be more edgy with a more creative collaboration and continue in a different direction. We created a t-shirt and sweater capsule collection in partnership with a Qatari artist Al Mulla, who created the artwork for the t-shirts, exclusively for Maqdeem. It was 100% made in Qatar and gained a lot of local demand.” “With every collection we have had we have gained different customers and this Resort Collection is our biggest collection to date, with a full range and the focus on RTW. The collection includes shirts, pants, skirts, dresses to cater for modern east-meets-west style.” Revealed Aisha who talked about their recent Resort Collection. “The colour palette is very fresh, perfect for the summer, or colours you can wear to any hot summer destinations, all year round” Maqdeem adds. Is your collection curated and designed in Qatar? What inspires your designs? “We have been working on the collection since October last year. It has been designed in Qatar and made in Turkey. This was a step forward for us to produce to international standards production wise.” said Aisha. Maqdeem, then went on to describe the Resort collection “The inspiration behind the collection is not limited to one particular thing, we get inspired by our surroundings. It’s about a feeling, sensing and living things. For the latest collection we were inspired by desert tones, palm trees, the colour of the ocean and the sky. You will notice this from the embroidery and colour palettes that you see in our designs”. As a fashion label owned by two sisters, how do you work together? What is your chemistry as a fashion duo? They start by laughing and looking at each other as if teasing one another. Their passion was to be creative and design from a young age. They brainstorm their ideas for their collections and have a trusted designer that then evolves this through sketches to visualise this. They are meticulously involved in all aspects of the product life cycle from the start of the design all the way to production. They have been through a whirlwind of new experience from how to deal with PR, customers, and social media - they have ‘learned along the way.’
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