You know you’re doing something right when a major international e-tailer adds you to their brand list, and that’s exactly what happened with Herfah by Naeema.
The Contemporary Saudi label is on a mission to support artisans and celebrate culture. As a result, it attracted the buyers at Moda Operandi who included it in their recent Best of the Middle East trunk show.
Founded by Naeema AlShuhail in 2015, all the pieces are produced in Lebanon, but in aim to preserve traditional craft, a lot of the embroidery is done by 40 local women artisans in Saudi Arabi, with the brand always encouraging more to join the creative movement. Sustainability has become a buzz word in fashion and is one of the core values for Herfah by Naeema that apply various efforts to reduce their carbon footprint. On social media, the brand said:
‘Sustainability is at the heart of what and why we create. We value and respect the people making our designs and are constantly working to improve on our impact. When we say our collection is #madewithlove it’s not just a marketing term, it’s a philosophy we practice; people and the environment are considered at every single step of the process.’
For their Ramadan collection, which is available now, the organza jacket with handmade saddu belt has proven to be an instant hit among loyal followers of the label, while other key pieces offer fluid shapes that elegantly move with every step.
Keep an eye on their Instagram account for the newest additions to their collections.