REEM 2011 SS/AW Collection

Iraqi born, and living in London since her teens. Reem Alasadi has approached the fashion scene with her somewhat unquenchable drive and passion for design. Her creations always have their own unique signature to them, a personality of their own that seems to enhance the wearer.Reems clothes manage to always be a delightful combination of rarified costume exuberance and cool urban uniform. She is the intelligent choice on planet fashion.

Since 2005, Reem has showed as part of Tokyo Fashion week, a collaboration with the cool department store Laforet in the heart of Harajuku.  Each show packed to capacity, and drawing in press from Vogue Nippon to Numero, Dazed Japan etc.

2009 At London Fashion week Reem broke all the rules and sign-posted a revolutionary new way of showing, working and selling a fashion collection by combining two seasons on one runway. Breaking the mould of the staid and frankly outmoded (and rather quaint and outmoded) Fashion tradition of Spring Summer/Autumn winter Reem was able to show both seasons at the same time. This was ground breaking and the first time this has ever happened.

Exclusive opening of REEM at Laforet, Harajuku showing the 2011 SS/AW Collection “INTRAPMENT” ! I met the designer herself, Reem Alasadi.  Reworking antique looks is her signature style.