April’s – ‘The Gratitude Issue’ – Download Now
Experimental fashion brand IAM MAI creates modern collections through minimal silhouettes.
What do the first 30mins of your day look like, your morning routine?
My aim is to start my day over a quiet coffee while journaling but in reality, most days it’s a mad rush to get my kids ready and out of the door!
What is at the heart of IAMMAI, the DNA?
IAM MAI is known for juxtaposing unique elements inspired by the environment, architecture and natural elements, and artistically translating them into contemporary versions of kaftans and abayas.
How has being based in the Middle East helped or hindered in continuing to grow the brand globally?
I am still focusing on growing my brand regionally so at this stage being based in Dubai is perfect as it’s a fashion hub for the region. We are all so well connected online these days that location is not an issue anymore.
How do the creative and commercial sides of the business work together and how does your role support this?
I handle both the creative and the commercial side of my business. So, my role involves everything from designing to overseeing production and processing orders.
Do you feel particularly drawn to either side of the business?
I’m a creative person so I’m definitely drawn to the creative side of the business. I find the commercial side of things a bit more challenging, so it’s been a learning curve.
You’re known for your minimalistic aesthetic. Tell us where this preference comes from?
It comes from my own personal taste, I have always been drawn towards minimalistic styles and neutral colours. I’m a firm believer in ‘less is more’.
What has been the biggest challenge since launching the brand how did you overcome it?
The biggest challenge is balancing work commitments with family life. Having young children means my schedule can be thrown totally off track in an instant so working around that has been challenging. Like all working moms, it’s a balancing act trying to juggle both as best we can. It’s just about setting time aside for work and then being fully present when it’s family time. If things don’t go according to plan, I always remind myself tomorrow is a new day to start fresh.
How has social media affected the business and which platform has been most useful?
Social media is an incredible tool to portray my brand and also reach people from all over the world. I mainly focus on Instagram and it’s been really useful for connecting with new customers and developing my brand image.
Tell us about your latest collection and how do you carefully select those with a social following to support the brand through such platforms?
After everything we’ve been through this past year, I was inspired by the importance of human connection. I referenced this through the knot, which is a symbol of togetherness and connections. I have focused on voluminous silhouettes and minimal details, highlighting the knot in different ways.
When it comes to social media collaborations, I like to work with like-minded people and those who fit my brand image. I prefer an organic process so that it’s an authentic collaboration.
This is The Gratitude Issue- what are you grateful for?
My family, my health and this beautiful city I call home.
April’s – ‘The Gratitude Issue’ – Download Now
– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Images: Supplied
