Fashion

REEMAMI | The Dubai-based label introduces Wakesurf Dreams

By JDEED Team | 3 May 2019

We’ve been huge fans of REEMAMI since the beginning, the Dubai-based label founded by Reema Al Banna in 2009. We can easily say it’s one of the edgiest, most exciting label from the UAE that we saw growing and that is, collection after collection, establishing itself as a real landmark in the Middle-Eastern fashion landscape.

REEMAMI’s latest collection takes inspiration from water sports, which Reema has recently found herself enjoying:

“Inspired from my latest obsession wake surfing, which is a water sport in which the rider trails behind a boat, riding the boat’s wake without being directly pulled by the boat. After getting up on the wake, typically by use of a tow rope, the wake surfers will drop the rope, and ride the steep face below the wave’s peak in a fashion reminiscent of surfing.”

The collections is composed of 22 looks that are print based.

“The story is translated with the use of mixed media, which combines water colored paintings and hand sketched illustrations as well as our own signature fabric manipulations techniques. I had a vision of mixing and matching traditional prints with whimsical surf related prints to tell my surf story. I wanted to convey the feeling I get when riding the wake. A translated dream of an ideal surf day mixed with a vision of the sun sea waves, surfboards, mixed with traditional prints, were mashed up to form the prints.”

With a wetsuit aesthetic, the looks are modulable with multiple transformation options, enabling you to play with the sleeves, the collar, cuffs “or even tighten the waistline, or the hem some of the looks.”

REEMAMI is definitely setting the beach on fire.