Nadine Mustafa In the ever-evolving tapestry of the fashion industry, there emerges a designer whose journey weaves through cultural consciousness, personal empowerment, and a commitment to redefine modest wear. Sara Elemary, the visionary force behind her eponymous brand, has carved a distinctive path in the world of fashion, reshaping perceptions and challenging stereotypes.
Sara, can you share with us the pivotal moments in your life that led you to pursue a career in fashion design, particularly in the realm of modest clothing?
I used to say that necessity sparks movements. Fourteen years ago, there was a notable absence of modest fashion options in Egypt, where the absence of modest fashion options spurred me to create my own. Veiled women faced the challenge of searching extensively for appropriate modest wear, resorting to layering to achieve suitability. As a veiled individual myself, I encountered this struggle firsthand. I was always on the lookout for modest wear that truly reflected my personality, yet what was available at the time fell short. This frustration pushed me to embark on my journey in the fashion industry. Coupled with my enduring passion for fashion since childhood – a time when I would often contend with my mom over my clothing choices – I found joy in combining various patterns and colors to create unique ensembles. My love for fashion dates back to my early years, evident in my collection of fashion magazines since the age of 11. In fact, by the time I was 13, I had already started designing my pieces. I established my brand when faced with the challenge of needing something and being unable to find what resonated with my style.
You graduated with a degree in Business Marketing. How has your business knowledge influenced your approach to creating and managing your fashion brand?
While my formal education provided a foundation, it was the hands-on experience gained through travel with my dad and husband, and consultations with industry experts that shaped my approach. Fashion is a unique blend of marketing, sales strategy, and creativity, and my brand reflects a fusion of business acumen and artistic vision.
My grasp of the fashion business evolved through hands-on experience, supplemented by insights from seasoned professionals like Inas Gohar. Consultations with knowledgeable individuals in the Canadian fashion scene further enriched my understanding.
Your brand is described as offering timeless modern garments for contemporary women. Could you elaborate on the philosophy behind?
For fourteen years, my focus has been on crafting timeless trends that defy fleeting fashion seasons. The goal is to empower women, offering them pieces that exude confidence and endure beyond passing trends. My designs aim to coexist with women, providing a sense of power, confidence, and pride in their choices.
I vividly recall introducing harem pants 12 years ago—a trend unfamiliar to many at the time. While people appreciated the aesthetics, there was initial hesitation to embrace it. It took persistent effort to present these designs to the audience. Surprisingly, I still encounter individuals wearing designs I released seven years ago, solidifying the idea that certain pieces are timeless. My commitment lies in offering timeless creations that transcend seasonal trends. I don’t conform to the ever-changing fashion scene around me; instead, I consistently forge my unique path. What I create endures, contributing to sustainability.
Given your emphasis on empowerment and self-love, how do you believe fashion, and specifically modest wear, can contribute to a woman’s sense of empowerment and individuality?
Modesty is a personal choice, and my designs challenge stereotypes associated with veiled women. Through fashion, I advocate for freedom and empowerment, aiming for women to feel proud of their choices and dispelling notions of exclusion or backwardness. In today’s society, there are prevailing stereotypes that often confine modest or veiled women—portraying them as weak, lacking freedom of choice, forced into modest attire, devoid of opinions, or choosing modesty due to insecurity or body shame. These stereotypes are something I continuously combat. When women wear my pieces, I want them to feel anything but broken. Instead, I aim for them to feel proud of their conscious choice to embrace modesty. I want them to know they are not outsiders; they belong. Every woman should take pride in her choices, avoiding any sense of exclusion or backwardness.
Can you walk us through your creative process when designing a new collection? How do you ensure that each piece reflects the values and aesthetic of Sara Elemary?
There are collections I’ve developed where my vision was clear from the outset—I knew precisely what I wanted to achieve, the desired outcome, and the direction I was headed. I have a natural inclination toward Fall/Winter collections as they resonate more with my personality; I have a fondness for layers and structured designs.
However, when it comes to the upcoming Spring/Summer, it is not always clear to me. I don’t draw inspiration from specific sources and pursue them. My creative process involves feeling the design, envisioning myself wearing it, and mentally visualizing the concept before translating it into a tangible creation.
The design journey encompasses visualization, creating samples, trying them on, and assessing their alignment with my personality, brand, goals, and messages. While not every design reflects my style, it must adhere to the brand philosophy. Though I may not wear every piece I create, I need to love and wholeheartedly believe in each design. Most of my creations prioritize comfort, an oversized fit, and modesty—maintaining coverage of body details, even if they offer versatility in styling.
In your opinion, how does one’s choice of clothing contribute to the expression of identity, especially in a world that is increasingly diverse and interconnected?
Clothing choices extend beyond fashion; they reflect personality and identity. Embracing individual styles, even in a diverse world, allows for self-expression and authenticity.
Are there any unexpected sources of inspiration that have played a role in shaping your designs? Perhaps something outside the realms of fashion that sparked a creative idea?
Beyond fashion, I draw inspiration from the human journey on earth, emphasizing freedom and power. This connection to the human experience forms the backbone of my designs, conveying a message of staying free, strong, and confident. Allah created us free and called upon it. So, that’s why freedom in specific plays a big role in my designs. The same goes for Power, I feel we were all born with this power with us. We chose to either enrich or suppress, accordingly.
As the fashion industry evolves, where do you see the future of modest wear heading?
In today’s global fashion landscape, there’s a noticeable shift towards modesty and minimalism. A growing awareness has emerged, prompting individuals to seek value and invest in timeless pieces. The fashion industry is increasingly acknowledging Middle Eastern culture, reflecting in designers’ attention to it. However, the local fashion scene faces a challenge as some brands seem to follow the modesty trend without bringing much creativity; resulting in a homogeneous look across various labels. While a few modest brands lead the scene, others struggle to distinguish themselves, and I hesitate to classify them as designers. For a more in-depth discussion on modest fashion designers, it’s more fitting to focus on the international stage rather than the local one.
Looking back at your journey since founding Sara Elemary in 2009, what have been the most significant challenges you’ve faced?
Presenting a modest brand faced societal resistance initially, and material sourcing challenges persist. Overcoming these obstacles required resilience, creativity, and a commitment to presenting a unique identity in the fashion landscape.
Another main challenge for us here in Egypt is finding proper sources for materials and fabrics, everything that we use in the production work, it’s very limited. Now it’s even harder with the currency challenge since we have to import most of what we use.
For young designers aspiring to make their mark in the fashion industry, what advice would you give them based on your own experiences and lessons learned?
Create your own trends, imprint your identity in designs, and have a clear ‘why’ behind your creations. Small steps can lead to significant impact, and authenticity is key in establishing a lasting presence.
Beyond the garments, what legacy do you hope to leave through Sara Elemary? How do you envision your brand contributing to the fashion landscape in the long run?
I aim to leave a legacy of societal benefit, inspiration, and empowerment. Through my designs, I hope to spark a movement, encouraging individuals to reflect on their choices, find happiness, and contribute positively to those around them.
