What women want

Dubai-based designer Reema Ameer believes that fashion is about making clothes that cannot just be dressed up, but dressed down as well

From working for Time magazine in London to setting up her own atelier in Dubai, Reema Ameer has evolved into a fashion designer who believes that fashion is about making clothes that women really want to wear. Ameer, who is of Sri Lankan and Lebanese descent, moved to Dubai a decade ago, and, having worked as a journalist, continued to be one in Dubai. "I started my career back in 2002 as a reporter for the European edition of Time magazine in London," says Ameer. "After five years as a news journalist, I crossed over into the field of fashion and moved to Dubai for a job with Grazia, and then Harper's Bazaar.  It was in my role as a fashion journalist that I gained a deep understanding of what women really want when it comes to dressing up." She soon became known for her own personal style which infuses a feel of street style with contemporary chic.
When Ameer became a mother, she decided to move on from journalism and be a full time mommy. "I stopped working in 2011, the year I became a mother, and found myself with a lot of spare time on my hands - trust me, babies are a walk in the park compared to editorial deadlines! It was during this period that I began to dabble in design and after a great response from friends in the industry, I launched my eponymous label in October 2013." Her designs blend the Indian subcontinent's heritage of crafts with this region's love of opulence and London's simple yet edgy take on fashion.  "I have always had somewhat of an obsession with the East, and more specifically India. It is a country steeped in rich history and culture, from its architecture to its artisanship. I wanted to find a way to marry traditional textiles with contemporary design - this relationship is at the very heart of Reema Ameer."
Harem pants have become one of Ameer's staple pieces, and for her resort 2016 collection, she has paired them with crop peplum tops with mirror work.  Bare shoulders are obviously Ameer's current love as shoulder tops and embroidered shorts were the mainstay of the resort collection unveiled last week at a trunk show at St Regis Hotel. "I believe my separates become those go-to pieces in a woman's wardrobe that you just can't live without," she says.
With a client list that includes stylist and social media influencer Sally Matthews, to glam business woman Samira Nodjoumi, the director - marketing at Nexus Insurance Brokers, Ameer keeps her label niche and makes her collections available through her own website, popups and on a bespoke basis. For now. She adds that there are some interesting e-commerce collocations coming up, which means that the label that has for last few seasons been the hidden style secret of Dubai fashion girls' looks is set to become a name to watch out for.
sujata@khaleejtimes.com

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