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New urban streetwear label EXTREMEDY is making a splash on the UAE fashion scene, having recently made its typically pompous Dubai debut at the Cavalli Club, attended not only by founder and creative director Madi Abaida, but also property managers Gigi and Bella Hadid Father Mohamed, British socialite Chloe Green, Lebanese pop star May Hariri and catwalk models Jeremy Meeks and Andreea Sasu.
It was a lavish and lively evening, with the venue packed and the label’s signature 1980s graphics and pointed studs taking center stage. Distressed denim, biker jackets, hoodies and camouflage form the backbone of streetwear-inspired pieces, flaunted down the runway to familiar rock tunes, including those from The Darkness and Joan Jett. To find out more, we caught up with Madi, the Italian-based founder of the label, to find out why her work is in demand in the UAE, and what it’s like to start a fashion business in the Middle East.
How would you describe Extremedy to someone who hasn’t seen your brand yet? Where can people find these clothes?
Extremedy is something different. As someone who draws inspiration from many different trends and fashion brands around the world, I wanted to create something that didn’t exist anywhere else. My style is really unique and with this vision and ideas I am able to create something new, unique and authentic. Extremedy is no ordinary fashion line – it’s a luxury urban streetwear label that doesn’t follow trends. I design based on my mood and how I feel at the time. The Autumn/Winter 2019/20 collection will be available on our e-commerce platform from late summer and we are currently negotiating stockists for international markets – stay tuned!
Why launch in Dubai?
Just because Dubai is cosmopolitan and it’s a multicultural hub, I’m sure brands with a unique style like mine don’t exist here – something new and exciting! I’ve been living in Dubai for eight months and I really love it, it’s full of inspiration.
Do you think it’s easier to build your own business empire here – especially for women business leaders – than anywhere else in the world?
In life, I try not to look at problems. I’ve always been successful and I’ve always looked for the positive in everything. I am a “yes” person! I am all about female power and it shows in my collections. It’s about being brave, bold and not afraid to push boundaries – and I think Dubai nails that, so launching Extremedy here really made sense to me. The brand is an Italian fashion house, based in Milan, thanks to high-quality workmanship, especially in leather goods. It is very important to have the best quality and that is something I cannot compromise on.
How did you find the Cavalli Club show?
The Extremedy show at the Cavalli Club in Dubai was unbelievable – everything I could have dreamed of, a truly magical evening. The production, lighting, music and entertainment are all second to none. Jeremy Meeks is the best male representation of everything Extremely stands for right now. I’m drawn to people who know how to take a bad situation and make a positive contribution out of it, so to me, he ticked every box in terms of representing the brand. Andreea Sasu perfectly embodies Extremedy’s attitude and style and she was amazing on the show – they all loved the dress.
What do you think of Dubai’s overall fashion credentials?
I don’t feel like there’s a brand here that suits my style, which is why Dubai is the perfect place for me to push the boundaries of the fashion world – Extremedy is bringing something new to the region. I personally love unique and special creations, which I think, from my point of view, is currently lacking in Dubai.
What are your top three style tips before going to an event?
I’d say have the right combination of colors and materials – this will always keep your style interesting. Dress your clothes the right way and always follow your own personal style – if you’re uncomfortable with how you look, you won’t be looking your best.
Who do you consider a style icon in the public eye? Why? Which model or performer would you most like to dress in?
I would say Kim Kardashian and Rihanna – I love their strong personalities and personalities. They are fearless in their fashion choices and are not afraid to take risks. I really like their personalities – it’s the same for anyone who is open-minded, free-spirited, and doesn’t give up easily.
Quick Questions from Special Guests Jeremy Meeks and Mohamed Hadid
jeremy meeks
What do you think about Extremely?
This collection is crazy – it’s powerful, tailored, edgy, and anyone can wear it. It’s really going to kill the European and American markets in seconds – wait, this is just the beginning!
How did it feel to walk in the Extremedy show?
It was awesome, I’ve done a lot of gigs before and none were this fun, so it was a great experience. Modeling really allowed me to find my true passion and gave me a better sense of self-worth by finding what I was really good at. I’m really excited to be a part of Extremely and I can’t wait for the next one.
How has your personal style developed over the past few years?
My style has changed dramatically over the past few years and as I’ve matured personally – I’m drawn to quality, fit and maintaining my natural edge, and now I have some Extremely pieces take my style to the next level!
Mohammad Hadid
What do you think about Extremely?
Extremedy is beautiful and the work is fresh. It has elements of power, yet is super sexy. I think these clothes are great and I will definitely be going forward in them.
How do you see the fashion industry in Dubai?
I think it’s fantastic – it’s taking elements and trends from all over the world and really being at the forefront of fashion at the time. It’s a place worth visiting to just walk around and find inspiration around you.
David @khaleejtimes.com
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