Reem
Reem Alasadi is famous for breathing new life into vintage garments. Iraqi-born and living in London since her teens, the fashion designer turned down a place at the prestigious Central St Martins College of Art, instead opting to self-teach pattern cutting and sewing by unpicking damaged vintage garments and reconstructing them.
After setting up a stall at Portobello Market 13 years ago selling customised vintage clothing, Reem quickly caught the attention of several established designers such as John Richmond, Robert Carry Williams and Stella McCartney, leading to highly successful working relationships including trend forecasting and brand consulting.
Since 2005 Reem has shown as part of Tokyo Fashion Week, a collaboration with the cool department store Laforet in the heart of Harajuku. The move to London Fashion Week followed in 2007 with a show entitled ‘Beautiful Agony’ as part of On|Off. Preceded by her reputation the hall was flooded with fashionistas desperate to get a glimpse of the show, including Lucinda Chambers, Sarah Mower, and Caryn Franklin who have long been fans. Unlike any other designer and for the first time in Fashion Week history, Reem showed two seasons in one on the 2009 catwalks, combing the Spring/Summer and Autumn/Winter collections.
Reem’s creations always have their own unique signature to them, a personality of their own that seems to enhance the wearer.
She is renowned for the distinctive way in which each garment is compiled; mixing metaphors is Reem's signature style - oft using several fabrics, both new and vintage, that have been collected from all over the world. However the use of organic materials, natural hand dying and clever construction are also key components in Reem’s bid to create an antiqued aesthetic.
Her collections have been featured in publications internationally including Vogue, Harpers Bazaar and Dazed & Confused to name but a few, and have been worn by celebrity fans such as Madonna and Rihanna.
