Myriam Fares launches affordable fashion line

Myriam Fares.
Updated 08 May 2018
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Myriam Fares launches affordable fashion line

  • The “Queen of the Stage” has launched a collection with pocket-friendly brand Red Tag
  • The collection is feminine and a sure win for the summer months

DUBAI: Dubbed the “Queen of the Stage” by the Arab media, Lebanese superstar Myriam Fares has launched a collection with pocket-friendly brand Red Tag.
Fares, 34, made the announcement at an event in Dubai’s swanky Armani Prive club on Tuesday, and revealed why she partnered with the Gulf-based store on its summer 2018 line.
“This is a star wearing the same brand that is affordable for everyone to buy. This is a nice and affordable brand for every woman and young girl who wants to be fashionable,” Fares said, explaining the appeal of the budget-friendly collection.
Wearing Red Tag designs makes the international superstar feel “down to Earth,” she said, adding that “young women try to find clothes similar to the expensive pieces we stars usually wear. But today, this star is wearing clothes that those young ladies can afford — this is really valuable for me.”
Appealing to the young women in question is a major reason why Red Tag chose to approach Fares in the first place.
“Myriam is a hugely, hugely popular recording artist… and importantly to us as a brand, she is a huge style and fashion icon to her millions of followers,” COO of BMA International Group, the holding company behind Red Tag, David Pidgeon said at the event.
“Our customer is typically 15-35, she is focused on fashion, she wants good quality and she absolutely wants value for money. Myriam’s fan base is essentially the same — her fans are our customers.
“No matter how big a star you are, you have to stay in touch with your key fans and they are not all walking around in designer dresses. They want fashion, understand fashion and see fashion, but can’t afford to pay for it,” he added.
The collection is feminine and a sure win for the summer months, featuring pastel pink structured skirts, evening-ready burgundy dresses and sporty, striped trousers.
Considering curly haired Fares is a household name across the Middle East, it seems to make perfect sense that she should choose to launch a line with Red Tag, which currently has more than 160 fashion and lifestyle stores dotted around the region.
The singer, dancer and actress jetted into Dubai after a jaunt in Cyprus, where she performed a clutch of her most popular songs at a concert on April 28. Before that, she holidayed with her family in London, where she stayed at the Shangri-La Hotel and posted a flurry of photos of her time in the city.
In many of the photos, she can be seen posing in front of floor-to-ceiling windows that showcase the expansive British capital, including Tower Bridge and the River Thames.
Fares released her first album in 2003 and made her acting debut with TV soap opera “Itiham” in 2014. Later that year, she played the role of Tinkerbell in a musical version of Disney’s “Peter Pan” in the UAE.
The Lebanese powerhouse is married to American businessman Danny Mitri and has a son called Jayden, who was born in February 2016.
She isn’t, however, the only star to have launched a line with Red Tag. Lebanese singer, actress and model Cyrine Abdelnour has an eponymous Spring 2018 collection with the brand, featuring fun, flirty and affordable clothes in a soft pink color palette.
Abdelnour, whose first album “Leila Min Layali” was released in 2004, launched her latest collection in February, but has been working with Red Tag on sartorial tie-ups since 2015.


SemSem’s Ramadan line has a charitable twist

US-Somali model Halima Aden has worked with SemSem in the past.
Updated 22 May 2018
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SemSem’s Ramadan line has a charitable twist

Famed French fashion designer Yves Saint Laurent once said that the city of Marrakesh taught him color. It seems that the Moroccan city has struck again, serving as the inspiration for SemSem’s bold Ramadan line this season.

With its mélange of cultural currents and cosmopolitan charge, the bustle of Marrakesh is manifest in SemSem’s red-based collection. A brassy fire-engine trench and gilded-blush maxi are among the highlights of the edit, available exclusively at luxury e-tailers The Modist and Ounass.

For those seeking bold, iftar-appropriate looks this season, SemSem’s berry-red jumpsuit or high-low hemmed jacquard top are both beautiful, souk-inspired statement pieces.  Floral prints appearing throughout the collection recall the Majorelle garden, Saint Laurent’s lush Marrakesh property. 

Separates, including tailored pants befitting the refined city-stroller, can be paired with the collection’s pleated tops or layered for dramatic effect. 

Self-consciously eschewing derivatives of slouched kaftans, the pieces all feature refined, structured cuts. True to the brand’s aesthetic, SemSem’s Ramadan collection is an unabashed ode to modern, metropolitan femininity.

 Founder Abeer Al-Otaiba, who originally hails from Egypt, says this year’s Ramadan edit was “deeply personal.

“I wanted it to be beautiful, impactful and reflective of my heritage,” Al-Otaiba said.  “I enjoy the sense of purpose Ramadan represents and I try to embrace all that it has to offer. Creating this collection is an extension of this time of introspection and celebration.”

A dedicated philanthropist with a degree in civil engineering and stints spent living across the Middle East, Europe and America, Al-Otaiba created SemSem in 2015 as a way to celebrate women and children across the globe. Bestowing the label with her daughter’s nickname, Al-Otaiba’s vision has allowed SemSem to mature in a few short years, emerging at the forefront of the luxury, ready-to-wear market.

With lines for both women and girls, the brand has become a favorite of multi-tasking mothers seeking balance and an elegant wardrobe with a charitable sense of purpose. Every season, Al-Otaiba teams up with a non-profit promoting the well-being of women and children. 

This year, 10 percent of the sales from the brand’s Ramadan collection sold at Ounass will go to causes supported by the Dubai Cares charity.

Previously, Al-Otaiba sought to raise awareness about maternal mortality rates and youth illiteracy, supporting organizations working across Africa to empower women and children. 

Insisting on the confluence of doing good and dressing well, SemSem has become a celebrity favorite, worn by conscientious Hollywood moms like Blake Lively and Kourtney Kardashian. 

Showing at Paris Fashion Week and regularly written up in Vogue, SemSem has brought a jet-set chic to mother-daughter wear. 

But the line’s ethos isn’t about red-carpet glitter. Encouraging mothers to instill a sense of global awareness and dedication to philanthropy in their daughters lies at the heart of SemSem’s mission. It’s a perfect conversation — and the perfect conversation-provoking ensembles— to have this Ramadan season.