Excited to be featured on Elle Arabia, featuring pieces from the upcoming Siren collection, our new fashion film and a little ethos behind the brand and how it all started.
The article is in Arabic, below is the English translation to the interview. See the article on Elle Arabia here.
How did you start a career in fashion?
I’ve always loved designing wedding dresses, but it didn't start out that way, I fell into it by accident. I grew up with a very a creative mother, a father who ran his own business and had a love for fashion. I studied knitwear at university before working on fashion’s high street in design and production. I then started a womenswear label and showed during off-schedule London Fashion week with a range of day to evening cocktail dresses.
What inspired you to design wedding dresses?
Ten years ago I designed a simple and elegant wedding dress for a friend as a special wedding gift. Several years later…other orders quickly followed and the idea for the Sabina Motasem brand was born (Motasem happens to be my middle name). I spent years researching my ideas, developing my signature style. So many women were looking for a simple and elegant alternatives to the over the top traditional wedding dresses, so that’s where I made my mark.
In 2015 you received an Wedding Industry Awards (TWIA). What impact this has had?
I was so honoured to receive this special award, especially as it was my first time in applying for it. It’s such a privilege as its one of the only awards that are voted for by real brides. These awards have inspired us to keep working hard and keep our high standards up. I’d like to thank all my brides who took the time to vote.
Here are a couple of things that brides have said about us:
“Sabina's dresses are elegant, beautifully cut and made of the best quality fabrics. They far outshone dresses I'd seen at other London designers.” Sara
“I loved the dresses, the quality really stood out to other much more expensive dresses I'd seen.” Alison
What inspires women to purchase your designs?
Our bride is looking for a luxe dress made with the finest fabrics and superior cut and drape. Our dresses are irresistible because this is the kind of luxury you would expect with a bigger price tag. Even our linings are made from 100% silk, our brides love feeling that luxury against their skin. Our dresses are proudly made in Britain and known for never compromising on quality.
Where do you draw inspiration from when creating your pieces?
Our signature style inspired by the romance of vintage Hollywood, the passion of dance and a love for modern aesthetics with clean simple lines.
Name celebrities who wear your designs. Who’s the fashion icon that you would love to collaborate with?
For the upcoming 2018 “Siren” collection, we are paying homage to the strong, independent women who have inspired our creations. From the amazing women who wore them on their wedding day, to the women we know and love, and the iconic modern muses who inspire us daily. We have dressed actresses at award ceremonies. Our dresses appeared on the black carpet at the premiere of the first Twilight film as Robert Pattison made his entrance. In keeping with our modern-day muse inspiration, we’d love to dress more iconic modern-day muses. Tilda Swinton is our universal muse here at HQ.
Why did you choose the name SIREN for your latest collection?
The “Siren” video of the upcoming 2018 bridal collection, is a bittersweet story of a modern day muse preparing for her wedding. We celebrate the strength and diversity of women in our deisgns and wanted to showcase that even more in the Siren Collection. We wanted to celebrate the complexity and beauty of women with something that’s a little bit dangerous and that’s why we called it SIREN. In Greek mythology, Sirens were dangerous creatures who lured sailors with their enchanting voices to shipwreck. She’s not so different to the muse of the fashion video, a strong independent woman in a real day world where perhaps the traditional doesn’t exist anymore. It felt like us, women today.
What is the secret behind your growing success at the international level?
We have been dressing fashion-forward brides in effortlessly chic, luxe dresses since 2007, and we’ve grown over that time. We always listen to what our brides want and we strive to keep Sabina Motasem is stocked in selected bridal boutiques in the UK, Ireland and Australia. Our dresses have arrived in the US for the first time to the state of Detroit. We strive to be at the forefront of what is new and refreshing by listening to our brides and understanding what they’re looking for.
In just three words, describe the type of woman that dresses in Sabina Motasem?
She’s strong, independent and demure but fiercely courageous.
What is your advice to fashion conscious (or trendy) ladies?
What is it that distinguishes women in the Middle East from their European peers?
We have a lot of Middle Eastern experience in our HQ team actually. If we’re honest, there isn’t much difference. We see Middle Eastern women love being on top of trends and can feel the quality in our garments. Although British women do too, they love to break the rules a bit more. But there are so many different cultural styles in the Middle East and Europe, it’s hard to compare such diverse women! Rule breakers, independent women, who are both classy and provocative – i.e. the Sabina Motasem Bride – is universal.
You have launched your own bridal line in the United States for the first time. Is there a desire or potential to see you expand in the wider Middle East?
I think our dresses would be perfect for brides who are in the Middle East, the couture fabrics of our dresses are the best that you can find yet they are easy to wear and perfect for destination weddings.
What will your next steps be, and where should we expect to find your designs?
We launched the Siren Collection at White Gallery 2017 at Battersea Evolution, London to shops who from all over the world. White Gallery London is a prestigious event showcasing the very best in bridal market, and this will be our third year exhibiting.