Timeless creations from local brand, Odeen
After a decade in the making, new label ODEEM is disrupting the UAE fashion scene in a big way. Aiming to bring a fresh perspective to our handbag game, the brand is defined by its bold distinction from the rest...
For the last 10 years Fatma Al-Otaiba dreamt of starting her own handbag brand. So, with it being the start of a new decade, she decided to take the plunge to do exactly that. Enter ODEEM, a Dubai-based luxury label which aims to focus on timeless leather goods. Combining tradition with eclecticism, the designs draw on different textures and details that are sure to turn heads.
Having presented her Spring/Summer 2020 collection in Paris last year, Fatma launched her first three handbag styles – the Nikita, the Igor and the Sascha – onto the ODEEM website in February of this year. While it’s a project that’s only just begun, the only way is up for ODEEM. We caught up with Fatma to discuss the inspiration behind her designs, what the label represents and her goals for the future.
What was the inspiration behind the brand?
I have dreamt of starting a handbag brand for the past 10 years. The idea came from wanting to wear certain styles of bags that I had in mind but couldn’t find them on the market. Dreaming up a bag that’s of exceptional quality and has a balanced amount of details and craftmanship, while being the perfect size, made me want to start ODEEM. When did the ODEEM vision become a reality? Four years ago, I took on the challenge and started working with factories to finally translate my vision into a reality. I started
producing some prototypes and kept improving them over the past three years until I was satisfied with the shapes, comfort, quality and design.
What does the brand represents? ODEEM breathes new life into classic designs with an effortless use of different textures, diverse details and elegant finishes, translating into unique pieces that are cut with precision and perfect proportions. Tell us about the process of designing a bag?
The bags display the perfect balance between traditional craftsmanship and a modern take on timeless style, with a high sense of natural elegance and comfort – almost as if tailored to the woman of character, whose style is uncompromisingly in line with her personality. The design process takes place in Dubai and the full production in South Africa. All of the materials are sourced from South Africa, Italy and Europe. What Summer was 2020 the collection? inspiration The for the inspiration Spring/ behind leads in my ‘Film SS20 Noir’. collection They were is strong a chic female symbol of timeless elegance. I What is the overall vision for the brand? would like to grow my brand globally and see my bags as a part of any woman’s wardrobe around the world since they are very practical, compact and easy to wear. What's been the highlight on the journey to becoming a designer? So far, the people I have met through this journey are the highlight. I have learned a lot, been guided, encouraged and inspired by them all. What is in the works for future collections?
At this stage, I feel we are still introducing the brand. But we are excited to launch new shapes for the next collection which will include vibrant new colours. What are your thoughts on the fashion industry and designers in the UAE? We have many talented creative designers that I aspire to be like and follow in their footsteps. They are confident, dedicated and a true representation of the rich cultures and background of this region. How does ODEEM stand out from other
brands? I feel that my design aesthetic really brings a new perspective to the market. I know the ODEEM woman. It’s very important for me to stay true to her profile as well as the brand’s DNA. Where would you like to see ODEEM at the end of this year? First it’s about getting regional reach and then we’ll look to expanding internationally.
ODEEM is available at odeem.ae