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 subsequently 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, however unlike other designers she always shows two seasons in one, combining the Spring/Summer and Autumn/Winter collections. 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 were all in attendance to show their support.
Reem’s creations always portray her unique signature style, whilst each garment possesses it’s own personality that serves to enhance the wearer.
She is renowned for the distinctive way in which each garment is compiled, her trademark being the use of 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 a few, and have been worn by celebrity fans such as Madonna and Rihanna.
