The brainchild of HRH Princess Nouf bint Bandar Al-Saud, Saudi Arabian brand SEE.MAS is primarily aimed towards Arab women. Named after her twin daughters, the brand’s focus is fit and sizing and its design team has used elements of bespoke tailoring to offer impeccably cut everyday basics. “Although many international apparel brands are available for Arab women, these brands don’t design specific apparel for the Arab lifestyle. The garments are cut to fit a completely different body type,” the princess explains. “Most apparel brands have not taken the time to understand the Arab woman’s wardrobe needs.”
And the princess also believes that it’s this focus on inclusive sizing that makes the brand, which is comprised of five pieces in three different colourways, so innovative. “Measurements of Arab women tend to be wider, narrower, longer, and shorter in different parts of the body, compared to international standards. I felt the need to build a brand to fill those gaps in the Arab woman’s wardrobe. Creating pieces that provide a solid, quality foundation that is made for our body types.”
With a distinct capsule collection feel, the princess wants her pieces to fulfil the needs of everyday life. “Our clothing is minimal, reliable, timeless and easy to wear,” she shares. “Much of what the fashion world offers is based on an international fashion season that does not work well with the Middle Eastern calendar. We built our brand around the Arab woman that understands simplicity is the ultimate sophistication.” This thinking also extends to fabrics that are suited to the Middle Eastern climate.
“SEE.MAS is the foundation and not the trend; thus, we plan to be around a very long time. We are an ambitious group, and we plan to expand and grow sustainably,” she adds. “My vision for SEE.MAS is to be one of the great and inspiring business stories for other entrepreneurs in the region. When a client tells me or sends us a message that she loves the product and is proud that we are a Saudi brand with this quality, these messages are the boost that keep me going.” Explore the collection at seemas.com
