Join Huda Al Nuaimi on her mission to make the world a more sustainable place, one reusable tote at a time
Emirati designer Huda Al Nuaimi is the founder of lifestyle platform and contemporary ready-to-wear label NUAIMI Collective, which is not only committed to creating eco-friendly products, but also encourages the modern woman to adopt healthy living practices. Therefore, it should come as no surprise that the Dubai-based designer is continuing to do her part for the environment by helping others to become more eco-conscious in day-to-day life.
NUAIMI Collective’s spirit-lifting collections are made up of hand-embroidered pieces bursting with vibrant colours and signature prints; a theme which carries over into her eco-friendly collaboration with Waitrose. Made from a blend of jute and cotton, the Waitrose x NUAIMI take-everywhere tote makes shopping a breeze (and is necessary given our love of micro-bags). A celebration of both fashion and Mother Nature, the collaboration combines Huda’s love of food, art and culture with her passion for sustainability – a passion that is echoed by the UAE Government, who has recently announced its forward-thinking sustainability agenda.
“With sustainability high on the UAE’s agenda and a personal interest of my own, my vision was to achieve a balance between a fashion-forward statement and eco-friendly design that customers could relate to and use in various ways,” says Huda Al Nuaimi. “The print is a reflection of everything NUAIMI Collective stands for.”
Waitrose itself continues to reduce food waste and create thoughtful packaging in line with its Partners Against Waste programme. Waitrose x NUAIMI is available in Waitrose stores throughout the UAE.
- Words by Savanna Smith