Mariam Yehia, founder and Creative Director at Mrs. Keepa, on finding a creative voice and taking a bold step in redefining standards in fashion design.
What do the first 30 minutes of your day look like, your morning routine?
I belong to the 5am club. I do my prayers as soon as I wake up, and then make my coffee and sip it while laying down on the living room couch trying to enjoy some “me” time before the kids wake up for school.
Can you tell me a bit about how you got into design? What drove you to it initially?
An organic step, I would say. Growing up my mother would design all my wardrobe which allowed me at a very young age to play with patterns and fabrics – and in most cases, change the silhouettes into a more dramatic avant-garde direction. Being surrounded by a creative mother and a design atmosphere helped me embrace a sense of personal style and individualistic approach towards fashion resulting 30 years later into a fashion brand.
Mariam Yehia, founder of Mrs. Keepa
What defines the Mrs. Keepa aesthetic, and do you have a specific muse in mind when designing?
Mrs. Keepa is an eclectic brand where the woman is imagined in different environments. Hence, my muses would change based on each specific collection development. For instance, last Ramadan, we dropped an exclusive capsule called “La Culture” where I needed to deliver modest designs with no compromises on the brand’s eclectic avant-garde DNA. Sheikha Moza bint Nasser of Qatar was at core of my mood board inspiration because of her eclectic modest vibe. The only consistent inspiration in all collections would come from myself as a benchmark, as the brand’s aesthetic and vision are all derived from my personal taste and take on fashion and art.
Mrs Keepa “Need Therapy” SS25 presentation at Dubai Fashion Week is a bold showcase of your artistic and creative voice. What inspired this?
Before Arab Fashion Council approached us with the VOX collaboration, I had already developed the Spring/Summer 2025 collection, “Need Therapy”, where my inspiration was beyond your usual visual mood board with specific colour palettes and inspirational silhouettes; my inspiration was more of an emotional state that I was in. This collection goes beyond fashion. It’s a narrative that speaks to the human experiences, emotions, and challenges; it embraces individuality while promoting unity. When the VOX opportunity came on board, I felt the universe was aligning with the emotional state I was in, and I was encouraged to step out of the comfort zone and give the brand a voice to start a conversation – a conversation that we all relate to one way or another.
Mrs Keepa Spring Summer 2025 Need Therapy Collection
You have always been bold and fearless across different facets of your life. How has it served you personally and professionally?
It helped me stay true to myself and stick to my beliefs as there was no intimidation towards any entity, ecosystem or even entourages. Professionally, it helped me stay authentic and preserve the brand’s DNA despite of any circumstances – be it the economic and commercial challenges or the demand and supply conditions that, unfortunately, influenced creatives to abide by the trends and lose the essence of their offering and sometimes the ethos of their brands.
What have been the defining moments of your career?
The “Need Therapy” SS25 collection launch is the most defining moment as I can proudly say I have liberated myself and the brand from the constraints and guidelines imposed on us regional designers from an ecosystem that hasn’t proven its success at the first place for us to abide by.
Alternatively, what were the challenges you encountered and what bold moves did you do to overcome them?
Self-investing and further capital injection during COVID was one of the main challenges we faced as a brand.
Does the brand mean something different to you now than it did when you launched?
It definitely does. It’s much more than looks in a lookbook, it’s a form of expression.
In terms of your personal style, what do you reach out to for a bold outfit statement?
I would say the depth of the layering of unexpected texture and prints. Bold accessories play a big role as well in my bold style.
This is The Bold Issue – what does being bold mean to you?
Being bold means: To never allow anyone determine your self worth; to live with no intimidation towards people or situations; priorities, priorities, priorities.
Our people, region, culture, and most importantly, our voice matters.
