New Year’s Eve style, UAE to NYC: SemSem Founder on dressing with confidence

Between New York and the UAE, New Year’s Eve doesn’t get more iconic. New York’s Times Square ball drop has heralded new beginnings since 1907, and attracts over one million people. Inaugurated just over a century later, Dubai’s Burj Khalifa first staged the world’s highest fireworks display in 2010, with the UAE’s December 31st celebrations steadily achieving global acclaim.

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Last year, Abu Dhabi’s 53-minute New Year’s Eve fireworks display played a key role in securing six Guinness World Record titles for the Sheikh Zayed Festival. What could be more apt for your New Year’s Eve celebrations than a dress from a label that bridges the culture, creativity, and celebratory pizazz of two New Year’s Eve behemoths: the UAE and New York City? Founded by Abeer Shoukry-Al Otaiba, the wife of the UAE’s longtime ambassador to the US and UAE Minister of State, Yousef Al Otaiba, SemSem is the New York-based fashion brand that combines Emirati, Egyptian and French influences.

Alexandria-born Shoukry-Al Otaiba was brought up in France, lived and worked in the UAE, and founded her fashion brand from New York, closer to the family’s diplomatic base in Washington DC. SemSem’s designs personify Shoukry-Al Otaiba’s multicultural personal elegance and philosophy. Jewel tones saturate iridescent plissé lamé, and after dark soirées are lit up with pleated sequin tulle. With a roster of celebrity clients including Taylor Swift, Kendall Jenner, Emily Blunt, and Chrissy Teigen, SemSem supports charities that promote female empowerment. This combination of star power, commitment to philanthropy, and a quiet sense of assured style and purpose, fuel SemSem’s considered aesthetic. Read on for Shoukry-Al Otaiba’s insights on dressing up for New Year’s Eve.

What are your rules for stylish NYE dressing?

New Year’s Eve isn’t the night to play it safe, but it’s also not about doing everything at once. I’ve learned that the strongest looks usually start with one clear idea and then editing from there. Whether that’s sparkle or structure, choose your direction and trust it. Elegance comes from knowing when to stop, not from holding back. And confidence comes from wearing something that feels like you, not what you think the moment requires.

What’s the most memorable New Year’s Eve you’ve spent?

The New Year’s Eves I remember most aren’t the loud ones. They’re the quieter nights where I felt present and grounded, usually surrounded by people I trust. Those moments create space to reflect on what the year held and what you’re ready to leave behind. They don’t need spectacle, just honesty. 

What accessories best complement SemSem eveningwear?

SemSem pieces are meant to lead, so I think of accessories as supporting characters. A sharp heel, a sculptural clutch, and one thoughtful jewellery choice are usually enough. When accessories are too busy, they pull focus away from the woman wearing them. Precision feels more powerful to me than excess, especially in the evening.

Who would you most love to dress for New Year’s Eve?

I’m always drawn to women who move with quiet authority. The ones who don’t rely on volume to be noticed. That could be a leader, a creative, or someone who simply knows herself well. For New Year’s Eve, I’d dress her in something architectural but fluid, refined without feeling stiff. Minimal styling, nothing performative. 

How does dressing for New Year’s Eve in the UAE differ from elsewhere?

The UAE makes dressing for the evening feel easier. The climate, the spaces, even the way we move through the night remove a lot of friction. You’re not dressing to survive the cold or navigate chaos; you’re dressing to experience the moment. Lighter fabrics and open silhouettes make sense here, and glamour doesn’t feel forced. 

What are your favourite UAE locations for special occasions?

I’m drawn to places that feel considered rather than overly staged. The desert for its stillness, waterfront settings for their openness, and spaces where architecture and atmosphere feel intentional. The best celebrations I’ve experienced are the ones where the environment allows people to relax into the moment instead of performing it.

How will you be celebrating New Year’s Eve?

Quietly, with people who matter to me. It is a chance to close one chapter honestly and step into the next without rushing it. For me, how the night feels matters more than where it happens.