The Casablanca-born swimwear label made a splash amongst Saudi’s sartorial set – and is determined to stay true to their authentic creative vision.
The region’s fashion industry is in the midst of a monumental transformation. Earlier this month, the inaugural Red Sea Fashion Week made history in Saudi Arabia, bringing together esteemed international and KSA-based brands who showcased their latest in luxurious resort wear.
Amongst established Arab couturiers and designers, Moroccan fashion label, EAU, made a statement by sending swimwear down the catwalk – a first in the Kingdom’s history.
The move was a bold one, with the collection comprising of one-piece swimsuits featuring exposed shoulders and legs, and midriff-baring bandeau tops in a vibrant array of colours.
In a country known for its modest style of dress, EAU’s collection goes against the grain of its embedded cultural norms, with the revealing designs evoking a mix of excitement and critique.
At its essence, EAU’s collection made a resounding impact, instilled with creativity, craftsmanship, and cultural inspiration.
Bazaar Arabia chatted with the designer behind the brand, Yasmen Binlamleh, to learn more about it origins, aspirations, and statement-making moment.
Harper’s Bazaar Arabia (HBA): How did it feel taking part in the first Red Sea Fashion Week?
EAU: We felt a thrilling blend of excitement and anticipation. We were confident in our collection, which beautifully merges traditional elements with modern aesthetics. We eagerly anticipated a variety of reactions, from admiration and excitement to curiosity and thoughtful critique. Ultimately, we hoped the audience would celebrate the creativity, craftsmanship, and cultural inspiration that defines our brand.
HBA: What was your inspiration behind the collection?
EAU: The inspiration behind our latest collection at Red Sea Fashion Week stemmed from the rich cultural heritage of Middle East and North African colours and garments, like terracotta, orange, terre brulée, and terre cuite, a mix between Marrakech and Saudi Arabia. We wanted to blend traditional elements with modern aesthetics, creating a line that celebrates both the past and present. Indeed, the style and brand image are inspired by the French stylist Pierre Cardin, who mixed colours beautifully.
HBA: How did you feel before showcasing swimwear down the runway? What type of reactions did you anticipate?
EAU: Before the showcase, we felt a mix of excitement and nervousness. We were aware of the significance of presenting swimwear in the first-ever Red Sea Fashion Week and anticipated a range of reactions, from admiration and excitement to curiosity and critical evaluation. Ultimately, we hoped the audience would appreciate the blend of innovation and cultural respect at the core of our brand.
HBA: Tell us about your origins. How did EAU begin and grow to the success that it is today?
EAU: Started with a vision to create high-quality, stylish swimwear that reflects the beauty and diversity of Arab countries. We began as a small boutique brand, focusing on unique designs and exceptional craftsmanship. Through perseverance, innovation, and a deep understanding of our clientele, we gradually built a loyal customer base. We are working hard to start stocking at department and online stores in the Arab region.
HBA: What are your aspirations for the future of EAU?
EAU: Our aspirations for EAU are to expand our global presence while staying true to our roots. We hope to inspire and empower more women through our designs, promoting confidence and individuality. And becoming the staple swimwear brand for women in the Arab world.
HBA: How do you want women to feel when they wear your designs?
EAU: We want women to feel elegant, confident, and stylish when they wear our designs. We are here to support women throughout the periods of their lives. As a new mum, I understood that we pass through many body changes and periods of decreased confidence.
