A famous fashion anthropologist once said that there are really only two camps in fashion world; costume and uniform. This was correct till Reem Alasadi exploded on to the Fashion Scene in the early 21st Centuary and turned all definitions upside down.
Iraqi born, and living in London since her teens.Reem Alasadi has approached the fashion scene with her somewhat unquenchable drive and passion for design. Reem Alasadi’s creations always have their own unique signature to them, a personality of their own that seems to enhance the wearer.
Reem Alasadi’s clothes manage to always be a delightful combination of rarified costume exuberance and cool urban uniform. She is the intelligent choice on planet fashion.
The signature on all Reem Alasadi’s clothes is artisanship and handcrafted excellence and wearing one of her creation makes you stand out from the crowd. She applies the same magic to salvaged and re-worked clothes as she does to ready to wear and couture pieces. The hallmark of an item by Reem is integrity and originality, she manages to put together the most surprising elements and somehow they always work. Mixing metaphors is Reem’s signature style, a delicate Victorian slip sewn onto an army jacket, trimmed with antique lace and fur. Such is the artistry of their construction and that it is often almost impossible to tell if her clothes are antique or original
Ream Alsadi has always been a trailblazer and a pioneer. A mapmaker and a pathfinder, Reem doesn’t follow fashion – she makes it, she has always done things first. Reem is the best-kept secret on the fashion circuit – not because she is deliberately obscure but because once people discover her they don’t want to share such a precious secret. The Japanese, long known as early adopters of true style and for their appreciation of good quality fashion, have supported Reem for many years and she recently received a huge accolade after being asked to be the first non-Japanese Designer to show at JAPAN FASHION WEEK.
In 2007 Reem entered the London Fashion Week arena with a show entitled ‘Beautiful Agony’ as part of ON
OFF, which with no surprise, the important names in fashion all came to show their support, Lucinda Chambers (fashion Director Vogue), Sarah Mower, Karen Franklin etc all who have been long time fans. The show was packed to capacity, with many people unable to get in.
2009 At London Fashion week Reem broke all the rules and sign-posted a revolutionary new way of showing, working and selling a fashion collection by combining two seasons on one runway. Breaking the mould of the staid and frankly outmoded (and rather quaint and outmoded) Fashion tradition of Spring Summer/Autumn winter Reem was able to show both seasons at the same time. This was ground breaking and the first time this has ever happened.
2010 Reem Alasadi finds the online retailer which fits her needs to become Reem’s one ond only online outlet in the shape of http://www.urbancelebrity.com/ , with Urban Celebrity showcasing Reem Alasadi’s collection in their ‘Reem Boutique’, the brand is upon the pedestal that it so deserves.
REEM; ATTITUDE AND ETHOS
As an on-going commitment to raising ecological awareness Reem believes that if all Designers adopt the one runway/two season’s approach we will half our carbon footprint and make a real impact on energy efficiency. When asked about this radical new approach Reem said;’ Imagine the collective impact of our huge international fashion carbon footprint. By changing the way we do things we have a chance to be more creative and more productive. We can respect the earth’s resources but also own time, energy and creativity. By showing both seasons I can spend more time creating and the buyers can budget in advance and everybody works in a much calmer and more focused fashion.”
At present planet fashion is a relentless merry-go-round. Fashion Editors Buyers and models stagger from show to show, city to city stressed, exhausted and overwhelmed. The endless amount of physical and creative energy wasted could and should be used more wisely so that Journalists have more time to create and shoot and dream, Designers have more time to design and dream.
The huge success of the Beautiful Agony show at London fashion week goes to show this is a possible working model for the future for all designers.
Reem goes from strength to strength by continuing to support her grass roots beginnings with the hottest stall on Portobello – an absolute must for any discerning fashionista. And her recycled trunk shows, are gaining huge popularity with an ever widening audience.
In a world where most clothing is meaningless and mass produced Reem is a standard barer for authentic, beautiful clothing based on sound future-proof principals. http://www.urbancelebrity.com/
Wow! Those Urban Clothing fascinates me so much.
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