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Reemami’s founder steps before the camera in her Memory Box collection

Designer Reema appears in the first chapter of As I Remember It, wearing her own creations across the verdant suburbs of Sharjah. A rare glimpse of the vision behind the label.

By Jill GrundySunday, 8th of November 20262 min read
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Reemami’s founder Reema appears on camera for the first time in the campaign for As I Remember It: Chapter One, The Memory Box, a collection that draws from personal archive and tender recollection. Shot across the generous, tree lined spaces of Sharjah’s suburbs by photographer Maha, the images capture a designer wearing her own work, which feels both intimate and inevitable.

A woman in a burgundy striped pleated skirt and cream and blue colour-blocked top rides a skateboard with blue underside across an empty suburban road, white and green striped barriers visible behind

The collection itself speaks through the clothes: colour blocking in the primary palette of childhood, pleated skirts in deep pink and burgundy stripes, layered knits in cream and periwinkle that sit across the shoulders with easy, unstructured grace. Each piece carries the thoughtfulness of someone who designs not from trend but from memory, building silhouettes that hold both nostalgia and present ease. The styling includes white crew socks and butter soft trainers, grounding the collection in a contemporary ease that refuses pretension.

A woman in a burgundy pleated skirt and cream cardigan with blue and pink blocking carries a pale blue skateboard while walking through a tree lined green space

The suburban setting matters here. Rather than a controlled studio, Reema moves through green and shadow, sits on weathered wood, carries a skateboard painted in pale blue. The photographs have the generous, unhurried quality of someone at home in her own creative world, unperformed and unrushed. There is natural light and genuine landscape, the kind of backdrop that requires no styling to feel complete.

A woman in layered knit in cream and periwinkle sits on wood against dense green foliage, wearing burgundy and blue striped skirt and white socks

As I Remember It: Chapter One, The Memory Box is now available on reemami.com.

Close detail of a woman's torso showing cream cardigan with pink and blue colour blocking over burgundy striped pleated skirt and white crew socks with tan trainer
A woman in cream and pastel blue knit with burgundy striped skirt stands among hanging green willow like branches in soft natural light
Overhead view of a woman lying on brown mulch in cream, pink and blue cardigan and burgundy striped skirt surrounded by dense green foliage
A woman in layered cream and blue knit with burgundy pleated skirt walks through green suburban landscape carrying pale blue skateboard
Profile of a woman in colour blocked cardigan with blue stripe and burgundy skirt seated on wood with bright green foliage backdrop
A woman in cream and pink blocked cardigan over burgundy striped skirt skateboarding in suburban street setting with palm trees visible beyond white barriers
Detail of a woman's leg wearing white crew sock and tan trainer, skateboarding in suburban road, burgundy striped fabric visible
A woman in Reemami layered knits in cream and periwinkle with burgundy striped skirt stands among hanging green branches in dappled light
Seated detail showing cream cardigan with blue and pink blocking, burgundy pleated skirt, white socks and trainer against brown mulch background
A woman in full Reemami look of colour blocked cream and blue cardigan with burgundy striped skirt walks through lush green tree lined path
Close up of layered knit textures in cream and periwinkle tones worn over burgundy striped fabric with white sock detail
Wide angle showing a woman in complete Reemami outfit standing in suburban Sharjah landscape with palm trees and concrete structures visible
A woman in As I Remember It collection pieces carries skateboard through verdant green space, cream and pink tones of cardigan contrasting with burgundy stripes

Imagery courtesy of Reemami (@reemamiofficial).

A woman in a burgundy striped pleated skirt and cream and blue colour-blocked top rides a skateboard with blue underside across an empty suburban road, white and green striped barriers visible behind
A woman in a burgundy pleated skirt and cream cardigan with blue and pink blocking carries a pale blue skateboard while walking through a tree lined green space
A woman in layered knit in cream and periwinkle sits on wood against dense green foliage, wearing burgundy and blue striped skirt and white socks
Close detail of a woman's torso showing cream cardigan with pink and blue colour blocking over burgundy striped pleated skirt and white crew socks with tan trainer
A woman in cream and pastel blue knit with burgundy striped skirt stands among hanging green willow like branches in soft natural light
Overhead view of a woman lying on brown mulch in cream, pink and blue cardigan and burgundy striped skirt surrounded by dense green foliage
A woman in layered cream and blue knit with burgundy pleated skirt walks through green suburban landscape carrying pale blue skateboard
Profile of a woman in colour blocked cardigan with blue stripe and burgundy skirt seated on wood with bright green foliage backdrop
A woman in cream and pink blocked cardigan over burgundy striped skirt skateboarding in suburban street setting with palm trees visible beyond white barriers
Detail of a woman's leg wearing white crew sock and tan trainer, skateboarding in suburban road, burgundy striped fabric visible
A woman in Reemami layered knits in cream and periwinkle with burgundy striped skirt stands among hanging green branches in dappled light
Seated detail showing cream cardigan with blue and pink blocking, burgundy pleated skirt, white socks and trainer against brown mulch background
A woman in full Reemami look of colour blocked cream and blue cardigan with burgundy striped skirt walks through lush green tree lined path
Close up of layered knit textures in cream and periwinkle tones worn over burgundy striped fabric with white sock detail
Wide angle showing a woman in complete Reemami outfit standing in suburban Sharjah landscape with palm trees and concrete structures visible
A woman in As I Remember It collection pieces carries skateboard through verdant green space, cream and pink tones of cardigan contrasting with burgundy stripes

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