Egyptian-French designer at FFWD talks taking inspiration from Japan

Updated 02 November 2019

Egyptian-French designer at FFWD talks taking inspiration from Japan

  • Mrs. Keepa made its debut three years ago
  • The FFWD showing comes at an important time for Mrs. Keepa which has found its niche in the region

DUBAI: Egyptian-French designer Mariam Yeya started her career in the corporate world but her innate sense of cool style meant she was regularly on regional best-dressed lists.

Seeing a gap in the market, she decided to launch her own label, Mrs. Keepa, also the name of her much-followed Instagram account.

But Yeya is more than an influencer with her own fashion label brand. Her big sister Yasmine is a well-known fashion designer too, with her Maison Yeya workshop based in Cairo, so Yeya knew that launching a label was about a lot more than just dressing well.




Seeing a gap in the market, Yeyadecided to launch her own label, Mrs. Keepa. (Supplied)

She decided to enroll at the French fashion design school Esmod Dubai in order master the technical side of the business, and Mrs. Keepa made its debut three years ago. Soon after, she showed at one of the region’s most important fashion platforms, Fashion Forward Dubai (FFWD), and Yeya is there again this year.

Mrs. Keepa has a cosmopolitan vibe, drawing from her own background, but is still very much a label that pays homage to the region.

The first collection was an ode to Dubai’s architecture. Long, high-waisted trousers resembled the UAE city’s skyscrapers with their slick endless lines. The bell-shaped sleeves of one of her blouses were inspired by the beautiful curves of the iconic Burj Al Arab.

While Yeya said there was no specific inspiration behind her Fall/Winter 2019 collection that she will present at FFWD on Saturday, there will be lots of exaggerated silhouettes that have a very Japanese feel.




Mrs. Keepa has a cosmopolitan vibe, drawing from her own background. (Supplied)

“My mood board and inspiration process don’t follow a certain criterion. It’s a very random process where lots of ‘brain-archived’ ideas come out at the fabric purchase or design draping stage,” she added.

Mrs. Keepa is about timeless pieces that are not trend driven yet have a very au courant feel. “After reaching a wide audience and gaining trust within the region, we have expanded our in-house operation to meet with the growing orders demand,” she said.

The FFWD showing comes at an important time for Mrs. Keepa which has found its niche in the region and is preparing to expand into its own retail channels. Yeya will shortly be opening two standalone stores in Dubai.

 


Amr Diab is the first Arab artist to get his very own Times Square billboard

Arabic music star Amr Diab features on Times Square billboard. (Photo: AFP)
Updated 12 November 2019

Amr Diab is the first Arab artist to get his very own Times Square billboard

  • Amr Diab is the first Arab artist to appear on a Spotify billboard in Times Square
  • The move is a bid to promote the music and culture of the Middle East and North Africa

DUBAI: Amr Diab is the first Arab musical artist to get his face plastered on a Spotify billboard in New York City’s iconic Times Square. 

The streaming giant projected a smiling portrait of the Egyptian crooner in one of the most-visited landmarks in the Big Apple in a bid to promote the music and culture of the Middle East and North Africa.

The Egyptian singer has become the first Arab music artist to be featured on a billboard in Times Square. Supplied

“Today we are celebrating Diab’s legacy and we are proud to see him shine so brightly - literally - on the global stage,” says Claudius Boller, Managing Director, Spotify Middle East and Africa in an official press statement. 

According to Spotify, the legendary singer’s music is most streamed in the United States, followed by Sweden, Germany, the UK and Canada.

His album “Nour el-Ain” (Our Eyes Beam) brought him global success and earned him the title of “The Father of Mediterranean Music” for his style of blending Egyptian and western rhythms. 

Diab received a Lifetime Achievement Award at the Big Apple Music Awards in 2009. At the 2014 World Music Awards, Diab was also awarded Best Egyptian Artist, Best Male Arab Artist, and World’s Best Arab Male Artist Voted Online.

He was also one of the first artists to headline a concert in the Kingdom of Saudi Arabia during the Saudia E-Prix in 2018. He was part of a superstar lineup that included the likes of Enrique Iglesias, Jason Derulo, the Black Eyed Peas, One Republic and David Guetta. 

The 58-year-old singer is set to take the stage of the Dubai Media City Amphitheatre in Jan. 20, 2020.