Leem, a modestwear brand from the Middle East, has achieved a significant milestone by becoming the first regional label available on Selfridges.com, the online platform of the renowned London department store Selfridges.
This marks a notable moment not only for Leem but also for regional designers and the modestwear fashion sector. Established in Saudi Arabia in 2018, Leem is recognized for its contemporary modestwear, offering breezy separates, dresses, kaftans, and bisht.
With a focus on modern lifestyles, Leem’s designs provide full coverage while considering practical details like offering dresses in two lengths and adding tight cuffs to sleeves. This attention to detail allows women to embrace voluminous sleeves without worrying about spills and provides the freedom to style shorter dresses with trousers or boots.
Leem’s pieces feature fluid tops, palazzo trousers, and dresses with plisse pleating, showcasing ombre coloring and geometric patterns. The collection, priced between $99 and $250, includes well-cut dresses suitable for various wardrobes.
Despite challenges faced by some luxury retailers in Hong Kong, Leem’s success represents a positive shift in the global fashion landscape. It reflects a growing interest in modestwear, with Leem bringing its unique aesthetic to a broader audience through the global platform provided by Selfridges.com.
The brand’s winter collection emphasizes comfort dressing with waffle-knitted jogging bottoms, cable-knit cardigans, and traditional Saudi coats known as farwa. Leem’s parent company, Al Hala Group, expressed excitement about expanding Leem’s presence internationally and highlighted Selfridges as the ideal platform for showcasing the brand’s unique aesthetic.
Selfridges, established in 1909, holds a special place in London’s fashion scene, known for its iconic halls and extensive offerings. Leem’s inclusion on Selfridges.com allows smaller brands to collaborate without the constraints of physical stock on retail shop floors, providing access to a new global market. This move signifies a strategic step for Leem as it gains visibility on an influential international platform.
