What first started out as a passion project by Saudi designer Reem Bin Musallam – selling her designs to concept stores in Jeddah – is now the upcoming launch of the Resort 2017 collection for her brand Alayna. Entitled ‘Salaam’, which translates to “peace” in English, the athletic and androgynous-inspired pieces reinforce the brand’s design aesthetic: modern, yet timeless, with a sporty ease.
The young designer, who now splits her time between Saudi Arabia and Dubai, is all about celebrating individuality and finding your own unique sense of style. Here, Savoir Flair asks Reem for the ten rules of style that she lives by herself. Scroll through to read her approach to everyday dressing – modest yet not monotonous – and get an exclusive behind-the-scenes peek at the lookbook shoot that was done in collaboration with performance artists Samira Mahboub and Ania Catherine of Samania.
Buy what you like.
It’s important to stay true to yourself. While it’s fun to experiment with a trend, don’t feel pressured to follow it if it’s not your style. I love to invest in timeless pieces like handbags and jewelry, then buy a few on-trend pieces each season to mix things up.
Create a signature style and own it.
Your clothes are an extension of your personality, so create a signature look to express who you are. Your abaya should also represent your style and personality, so add your own touches to make it unique to you. Having a uniform look also makes it a lot easier to decide what to wear each morning!
Dress like there's no tomorrow.
Fashion should be fun, so experiment with your look and enjoy it!
Keep it simple.
Alayna is very much about understated, effortless style. As much as I love dressing up for a big event, I prefer the casual look as it’s much more relevant to our busy lifestyles. Women in the region are really starting to catch onto the less-is-more look, which I love!
A piece of jewelry is always a must.
Jewelry can dress up any outfit, so you won’t see me without my stacked bracelets.
When in doubt, wear black.
I admire women who can wear color but personally, I prefer to wear natural shades. And, of course, black is my go-to shade when I’m in a rush.
Let your personality shine through.
Your personality should do the talking, not your clothes – this really is what makes you beautiful. If you feel beautiful in what you’re wearing, it will show.
Always dress for the occasion.
There’s nothing worse than turning up at an event totally underdressed or overdressed! That’s why I always find out what the dress code is, and then dress accordingly. You’ll feel a lot more comfortable when you’re dressed suitably.
Don't give away too much – just be yourself!
If you try too hard or wear something that doesn’t suit you, it will show, so stick to what you know and don’t overcomplicate things. A bit of mystery is important, too.
Rate your outfit out of ten before you leave home.
If you don’t feel comfortable in what you’re wearing when you leave the house, change! Your outfit affects your mood, so always make sure you feel your best as you walk out the door.