Leem presented its fall 2025 collection that bridged Saudi heritage and contemporary design — and made it available to buy on the spot.
The see-now-buy-now format was a natural fit for the Saudi-based brand, which operates seven stores in the Kingdom. “Women want immediacy, connection, and accessibility,” a brand spokesperson explained. “Leem exists at the intersection of aspiration and attainability, so this model felt natural.”
That approach has defined the modestwear brand since its 2018 launch, building an identity around inclusivity and accessibility — a positioning that’s resonating beyond the Middle East.
The collection drew inspiration from ’70s couture and the expressive geometry of modern art, channeling both eras through the lens of classic Saudi silhouettes. Deep burgundy bishts — the traditional flowing outer cloaks of the Arabian Peninsula — moved down the runway with architectural volume alongside fluid jersey separates in sculptural black. There were also farwas, a traditional Bedouin overcoat, and caftans, all reinterpreted through contemporary proportions, textures, and layering techniques.
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The color palette was restrained, but impactful. Deep burgundies and chocolate browns anchored the collection, offset by soft sand tones and sculptural black, creating a quiet but dramatic effect.
Key looks included a layered brown silk trouser set with a long flowing tunic, which showcased the brand’s ability to balance refinement with ease. Structured outerwear pieces nodded to traditional Saudi forms while fluid jersey separates, an ode to ’90s casual, created versatility.
“The Saudi woman is global, discerning, and self-assured,” the brand noted. “She understands style but values practicality and purpose.”
That customer-centric approach has fueled rapid expansion. Beyond its Saudi stores, the brand now operates in Dubai and London’s Westfield White City, while its distribution footprint includes Ounass, Bloomingdale’s Dubai and Kuwait, Harvey Nichols Doha, and Selfridges. Next season will bring launches at Nordstrom, Macy’s and The Iconic in Australia.
With their American market entry targeted to be within six months, the brand expects different pieces to resonate in different markets. “Caftans and lightweight dresses for Texas and the West Coast, elevated separates for the East Coast,” said Sheena Fatima, Leema’s global commercial director.
The global ambition is backed by an accessible price point — pieces start around $100.
In terms of remaining true to their Saudi DNA, Leem’s answer appears to be in form rather than decoration — honoring heritage through proportion and silhouette while speaking a universal language of accessible elegance.
“Expansion isn’t about changing our DNA, it’s about amplifying it,” the brand stated. “Whether in Riyadh, Dubai, Paris, or London, Leem remains a reflection of strength through simplicity.”
