She’s a Keepa

Bespoke - - MRS. KEEPA -

With so many so­cial media stars turn­ing fash­ion de­signer it’s hard to fil­ter the good from the bad. Dubai-based Mariam Ye­hia caught our at­ten­tion for all the right rea­sons.

Wear­ing a fit­ted pur­ple Lak­ers tank and lit­tle makeup, Mariam Ye­hia at first doesn’t look any­thing like the colour­fully fash­ion­able wo­man who of­ten ap­pears on the Mrs. Keepa In­sta­gram ac­count. Speak­ing from her Dubai apart­ment late on a Mon­day morn­ing, Ye­hia ap­pears more un­con­cerned than one would ex­pect from a so­cialite, with her dark wavy hair ca­su­ally flipped over to one side. Though she’s clearly well kept, this sporty ver­sion of Ye­hia is a far cry from the highly pol­ished ap­pear­ance she nor­mally cul­ti­vates. And even the way she speaks is a lit­tle un­ex­pected, with a con­fi­dent tone de­liv­ered through a calm but husky voice. How­ever, as she be­gins to tell me about her newly launched prêt-à-porter col­lec­tion, the pub­lic per­sona be­gins to emerge – the wo­man-about-town who has be­come some­what of a fix­ture on the Dubai so­cial scene, the one who un­abashedly mixes prints and colours re­sult­ing in a myr­iad of unique looks. She is also the same Mariam Ye­hia who ap­peared in last Fe­bru­ary’s Harper’s Bazaar Ara­bia’s Best Dressed is­sue. “Media has served me the way I wanted it to serve me. All I want now is buy­ers,” she says em­phat­i­cally. “You can cre­ate a buzz, but there needs to be some­thing more be­hind it all.” At last count more than 65,000 peo­ple were fol­low­ing her In­sta­gram page, which is filled with pho­to­graphs of Mariam look­ing ever stylish, of­ten with her young daugh­ter or her Le­banese hus­band in tow. Though it os­ten­si­bly started as a per­sonal ac­count, it re­cently be­came the plat­form for her Mrs. Keepa col­lec­tion, a boho-luxe

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