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Reema Al Yacoub’s journey in reshaping the landscape of Arab fashion is marked by innovation, sustainability, and a commitment to bridging the gap between traditional clothing and contemporary style. A former retail worker turned visionary designer, Al Yacoub’s brand, Ra, is a testament to her dedication to creating a seasonless and androgynous approach to Arab clothing.Her venture into fashion began with an unexpected encounter on the streets of New York City. Wearing a dishdasha, a traditional Middle Eastern garment, Al Yacoub attracted attention and curiosity. This experience ignited her realization that there was an untapped market for reimagining traditional Arabian attire for modern consumers.Initially launching her brand as PM Basics in 2016, Al Yacoub eventually rebranded it as Ra – a name derived from the sun god in Egyptian mythology and the first and last letters of her own name. This shift reflected her aspiration to infuse her designs with a deeper sense of identity and purpose. With guidance from industry luminaries like Alber Elbaz, the late creative director of Lanvin, Al Yacoub’s vision gained a stronger foothold.Ra’s collection is a harmonious blend of diverse styles, ranging from puffer bishts and oversized dishdashas to contemporary abayas, boxy muscle tees, and sarouels. The brand’s essence lies in its quest to familiarize the global audience with Middle Eastern and North African fashion, a mission driven by Al Yacoub’s desire to break stereotypes and foster cultural understanding. Rooted in sustainability and gender-neutral design, Ra embodies a new era of conscious fashion.Al Yacoub’s approach is informed by her belief in the timeless appeal of well-cut, minimalist pieces that transcend gender boundaries. Her commitment to seasonless fashion challenges the fleeting nature of trends. She emphasizes that investing in items that fit well and evoke self-confidence transforms them into enduring wardrobe staples. This ethos aligns perfectly with Ra’s sustainability focus, which advocates for garments that are both ethically produced and seasonless.The brand’s sustainability-oriented design process is a testament to its ethos. Ra adopts an approach that minimizes waste and maximizes purpose. Each piece is made to order, reducing excess inventory and waste. Ethically sourced materials, including vegan leather and alpaca wool, underscore the brand’s commitment to both the environment and animal welfare. The alpaca wool is sourced through shearing once a year in spring, ensuring the well-being of the animals.However, Ra’s commitment to sustainability goes beyond materials – it extends to the artisans behind the scenes. Local craftsmen play a vital role in crafting each garment. Al Yacoub believes in highlighting their expertise and techniques, ensuring that their contributions are recognized and valued. The brand’s innovative approach also includes awarding vested shares to these artisans, securing their long-term involvement. The personal touch is taken further as each piece is signed by the craftsman responsible, establishing an authentic human connection between the creator and the wearer.As Ra continues to carve its unique path, Al Yacoub’s ambitions remain steadfast. Her future plans encompass collaborations with select retailers and the establishment of a New York showroom. In the present, customers can engage with Ra’s creations through online purchases or by visiting their studio in Kuwait City.Reema Al Yacoub’s Ra is more than a fashion brand; it’s a progressive movement that harmonizes tradition and modernity, sustainability and style, and inclusivity and identity. With each creation, Ra echoes the sun god’s radiance in Egyptian mythology, casting a transformative light on the future of Arab fashion.
