The Saudi Arabian fashion label wants to attract a broad audience with on-trend design, vibrant color and accessories, all at contemporary price points.
In an interview, Elwagie said the global market for modest clothing ranges between $311 billion to $360 billion and she believes the U.K., in particular, is underserved.“There is quite a large demographic in the U.K. and many shades of modest fashion: You have the Muslim, Christian and Jewish communities but also you have women who don’t want to follow trends if they happen to be mini skirts and crop tops.
She argued that Leem stands apart because its model works. “We’re very proud: our conversion rate is very high, as is our ticket price, and our model has been tried and tested via omnichannel within the Middle East. We’re strong enough and experienced enough to be able to target the international market, starting with the U.K.,” she said, adding that sell-throughs last season were 85 to 90 percent.The company also believes its omnichannel approach will help it gain international scale quickly.
Blouses have puffed sleeves and skirts are adorned with color-blocked details while a cream trouser suit features an off-the-shoulder top with a sweep of fabric across the front.
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