Al Reem, Shama, and Shahd launch their fashion field with different ideas

# Youth ambition .. 3 Emirati sisters occupy the mantle with "gold" and aspire to internationalism

• Three sisters: Determined to achieve the success that our grandfather wanted before his departure.

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The story begins with passion, and with a lot of determination to achieve the goal, no matter how challenging it is ... These are stories that young people and experimenters summarize for us who have bet on their abilities and started their professional life and their small projects from scratch, to grow with time and grow with it the dream and ambition.

The beginnings are not easy, but they are often characterized by simple successes, which grow with the passage of days and the maturity of the experience.

As for reaching the shore of success, it is an achievement fraught with much support and encouragement from those around, and perseverance every day.

On this page, we learn about young people's stories ... their ambitions ... their challenges and their success stories.

With an innovative "golden" idea, Al-Reem Al-Murid, accompanied by her two sisters Shamma and Shahd, entered the world of fashion, as they decided to present the abaya that is filled with 24-carat gold leaf, which was not previously presented in the fashion world and designing gowns.

Al-Reem founded Shamma and witnessed a project entitled “SAS” after the death of their grandfather, as they aspire to present something different in which they express their ambitions and their will to achieve success exactly, as their grandfather wanted before his departure.

Al-Reem, as I explained to “Emirates Today”, worked on launching their own brand three months ago, but made sure that the launch was distinguished, to achieve a place for it in the fashion world with the first steps, noting that the brand, although it is still in its infancy, distinguishes Ideas contributed to the rapid spread of their spread among many and their acquaintance with them, citing the saying of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, that "countries are not measured by their size but by their distinction."

Al-Reem asserted, "We aspire to reach the world, because we were brought up in the culture of the first place, and this realizes excellence."

Mother's advice

Al-Reem worked with her two sisters to design an abaya made of 24 karat gold leaves, after her mother advised her to present this design, as it is different.

Regarding this cloak, she said: “It is customary to put forward designs that carry precious or precious stones inside them, or that are wrought with gold threads, so we decided to present everything that is different, and this mantle was, and the design was loaded with innovation and experimentation, until we reached to put gold leaf on Fabrics ».

Al-Reem pointed out that they received courses, and there were a set of difficulties in placing gold papers on fabrics, but these were overcome through the courses they had.

The cloak, made of gold leaf, is displayed on the account of the project on "Instagram".

Al-Reem added that "the first show of the gold-weaved abaya took place in Burj Khalifa on February 23," noting that the gown attracted many followers through the special page, especially as they enter to follow the brand as a whole.

And she stressed that this cloak is not intended for daily use, as it requires a special kind of cleaning and ironing care, as it must be steamed, as the cloak requires a different treatment from its daily counterparts.

tasks dividing

Al-Reem divides tasks between her and her two sisters, one of whom manages mathematical and administrative matters along with the social media page, while they confer on the issue of designs, as well as on ideas that can be inspired.

As for the special look that they seek to present through their own mark, it is to present the special look that suits the girl who is not looking for the classic abaya, especially the university girl, as they seek to provide these distinctive designs among friends and family, which are suitable for more than one category. Age.

As for the colored abaya, she noted that it puts colors in its collections, because the gowns for daily life are colored, while the evening gowns are in black only, considering that the abaya today keeps pace with international fashion in its form, and therefore it is based on the outlines in international fashion, in proportion to With Emirati women, it is necessary to put an Emirati imprint present in all designs.

Challenges

On the challenges of the project, especially since the design field carries a lot of competition, Al-Reem explained: “We have relied on good marketing for all the designs that we offer, keeping up with international fashion, in a way that serves the style desired by the Emirati and Gulf girl, in addition to providing all the distinct details, starting from the type of materials used. Especially since Dubai includes a whole city of fabrics that allows identifying the most prominent and modern materials, all of these factors are challenges that must be overcome in order to prove the local brand.

Al-Reem, who studies computer engineering, does not see that it is a different field from fashion, as she considers it will help her in design, and the two fields will complement each other in one way or another, and she will be able to draw through the computer, especially since she may receive courses in the field of fashion and design.

The wanted reem:

• “We have relied on the good marketing of the designs that we offer, and keeping pace with international fashion, to serve the style that Emirati and Gulf girls desire.”

Limited edition

Al-Reem Al-Murad refused to disclose the actual cost of the cloak occupied with gold leaf, indicating that the amount of paper that was placed on the cloak was too many, which led to the increase in the financial value of its cost, and so she decided with her sisters not to present many designs that are occupied in this way, in order to remain limited in issue. To preserve its privacy and rarity, as a maximum of 10 copies can be submitted.

• Dubai includes a whole city of fabrics, which allows you to learn about the most prominent and modern materials.

• Although the mark is still in its infancy, the distinction of ideas contributed to the speed of their spread.

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