GET A HEAD START ON THE FASHION PACK AND SHOP THE 2020 RESORT COLLECTIONS, NOW.
Catwalk shows and presentation never some with a guarantee that what you see will actually make it into production. Or if it does, there is always the chance it could sell out. That’s why you pre order. When you guarantee the fabulousness of your wardrobe so far in advance, you also guarantee your sartorial success. In true existential spirit, we can help ourselves.
On today’s agenda is SemSem, a name synonymous with glamorous eveningwear. Founded in 2014 by Abeer Al Otaiba – a mother of two – and inspired by powerful bond between mothers and daughters, it already counts Gigi Hadid and Blake Lively as fans. And judging by their positioning on the global barometer of cool, you’d be well advised to follow suit.
The brand is know for marrying east and west – Parisian couture with Egyptian and Emirati influences – but for Resort 2020, SemSem seems to be headed in a definitively new direction. Taking inspiration from Bianca Jagger and the Studio 54 party scene the collection includes sequins, feathers and long-sleeved silhouettes, while staying true to its core values of nurturing craftsmanship. The aim is to make the SemSem woman feel empowered, feminine, bold and optimistic. The result is a dramatic and poetic in equal measures. Fabrics have been hand-painted and lame is tie-dyed in rich, saturated tones. While embellished bustiers are paired with classic tailored trousers and fluid bias crepe silks are mixed with custom-dyed ostrich feathers, jacquard lame patterns and cashmere. “Every season I look at ways to integrate our signature geometric detailing with graceful wearable silhouettes. This season, I wanted to make a powerful statement about the core of our brand identity and show a new direction for the future of SemSem.” Abeer tells us.
The Resort 2020 Collection is available on pre-order at Moda Operandi from Tuesday July 16.
- Words by Elaine Lloyd-Jones