Leem, the Middle Eastern modestwear brand founded in Saudi Arabia in 2018, has achieved a groundbreaking feat as the first regional name to be featured on Selfridges.com, the online platform of London's prestigious Selfridges department store. This achievement is not only a triumph for the brand itself but also a significant moment for modest fashion enthusiasts and designers in the Middle East.
Leem's range, which is well-known for its modern modestwear, includes airy separates, dresses, kaftans, and bisht that tastefully combine classic charm with contemporary design. The collection has flowing tops, palazzo pants and finely constructed gowns with plisse pleating that display ombre hues and geometric designs.
Designed with the modern woman in mind, Leem's pieces offer full coverage without being overbearing, incorporating thoughtful details like dresses available in two lengths and snug cuffs on sleeves. These details provide wearers the freedom to embrace voluminous sleeves without sacrificing convenience, allowing for versatile styling options.
Beyond surface appeal, Leem keeps coming up with new and creative takes on classic designs. Examples include cowl necks for kaftans, dresses with a laidback vibe, and Dolman sleeved dresses that have shimmering sequins. The collection also includes a stylish polo neck intarsia dress and a high neck knit dress embellished with rhinestones.
As Leem expands globally, it introduces its designs to a wider audience, emphasizing comfort dressing for the winter season with soft knits like waffle-knitted jogging bottoms and cable-knit cardigans. The collection pays homage to the brand's heritage through farwa coats, available in quilted or shearling variations.
Miles Young, managing director of Al Hala Group, Leem’s parent company, expresses excitement about the international expansion, noting that Selfridges serves as the perfect platform to showcase Leem's unique aesthetic. Selfridges, established in 1909, is an iconic destination known for its vaulted halls and extensive selections, making it a cherished spot for both Brits and tourists.
Leem's inclusion on Selfridges.com is a strategic move benefiting both the brand and the department store. It allows smaller brands to collaborate without stringent production schedules and physical stock commitments on the shop floor, opening new avenues for global exposure and presenting an opportunity for modestwear to captivate a broader audience.
The brand just opened a new location at Westfield in White City, London, where it will be carrying Leem's autumn/winter 2023 line.
