Luxury street fashion brand launches in Dubai

The designer launched Extremedy in Dubai. (Extremedy)
Updated 13 March 2019
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Luxury street fashion brand launches in Dubai

  • The designs aim to empower their wearers
  • The designer hopes to open boutiques in several international locations

DUBAI: Ripped, embroidered and embellished — these are the trademarks of a brand new street-wear brand by Moroccan-born designer Madi Abaida, which recently launched in Dubai.

The label, named Extremedy, can be described as edgy street wear and aims to foster “indulgent self-expression,” according to the website.

Abaida said she wants people to feel powerful when they wear her clothes.

“I want to push women, especially Arab women, to be number one. If a woman has something to say, she should say it,” she said.

The inspiration behind the current collection is the designer’s own strong personality.

“I like being independent, making my own money, (I’m) self-made you can say,” Abaida said.

The brand’s name, Extremedy, is derived from her own extreme personality, she added.

She started drawing when she was five-years-old and her interest in the art of fashion grew over time.

Before starting her own brand in Italy, Abaida worked as a professional model in Europe for 10 years. This background developed her taste in fashion and allowed her to learn more about the industry.

“I don’t believe in luck, I believe you can reach (your goals) if you work hard,” Abaida noted, referring to her go-getter spirit and work ethic.

Starting a new brand takes times and requires resources, so Abaida had to wait until she had enough of both to launch Extremedy.

In the future, she plans to open boutiques in several international hubs and she isn’t keeping her dreams small.

“Since (the brand) is Italian, the first (boutique) should be in Milan, then Dubai, New York and London,” Abaida said.

The Autumn/Winter 2019-20 collection features a number of pieces, with the brand’s signature “1980” motif and bold inscriptions.

The designer hopes that one day she will be able to dress Rihanna and Cardi B.


Makkah all set for its first flower festival

Sea of flowers at Muzdalifah district in Makkah. (AN Photo by Abdulmohsen Doman)
Updated 19 March 2019
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Makkah all set for its first flower festival

  • A symposium on environmental planning, and the design of green spaces such as parks, gardens and squares will also be held
  • The flower festival continues until March 23

MAKKAH: A carpet of flowers featuring 1 million blooms will be one of the main attractions as Makkah hosts its first flower festival.

The event, which begins on Tuesday at Muzdalifah, has been organized by the city’s municipality in cooperation with the Arab Urban Development Institute and King Saud University. It will be officially opened by Makkah Gov. Prince Khalid Al-Faisal.

Raed Samarqandi, the director of the municipality’s department of media and publications, said that the festival is unique and has serious objectives.

“It aims to improve the environment, fight pollution and show an image that suits the value of the city and its holy sites,” he explained. “The festival will coincide with the 20th symposium on afforestation, titled “Suitable afforestation for the environmental conditions of Makkah — the central region and holy sites,” on March 19 and 20.

The symposium will feature representatives of governmental sectors and scientific bodies and include discussion of papers addressing many the issues in the city, such as the state of afforestation in Makkah, the latest techniques in environmental planning, and the design of green spaces such as parks, gardens and squares.

Makkah Mayor Mohammed bin Abdullah Al-Quwaihes has invited speakers from the private sector, universities, research centers, and agricultural and afforestation companies to contribute and help raise awareness of these local issues.

The flower festival continues until March 23.