Fashion

Bringing the Saudi spirit to London, womenswear label Leem unveils its first-ever international store located at Westfield London.

Housed within the sprawling British shopping centre, the permanent outpost stands as a testament to Leem’s growing ambition to increase international footprint and becoming a key player in solidifying Saudi fashion fashion on the international stage.

“We are thrilled to announce the opening of a new permanent store at this iconic location. This milestone is an important step in our growth plans across the UK and reflects our commitment to delivering timeless fashion. We have been truly overwhelmed by the positive response from our customers, inspiring us to create an elevated shopping experience that embodies the heart of our brand” Miles Young, Managing Director shares on the strategic milestone in Leem’s journey.

The permanent store boasts a 1,100 square-foot space and features a minimal aesthetic with a tonal colour palette and features floor-mounted fixtures and rose gold metalwork. Imbued with an air of contemporary sophistication and characteristic feminism, the boutique serves as an international extension of the brand’s ethos. Loved for stylish and affordable pieces, shoppers can look forward to browsing the latest offerings including maxi dresses and chic separates for the fashion-conscious.

Since its inception in 2018, Leem has notably come a long way. The modestwear brand has successfully positioned itself outside of the Middle East, changing the narrative around modest fashion. This move follows the success of its launch on Selfridges in 2022, being the first Middle Eastern fashion label to be retailed on its e-commerce platform, and the growing demand from the Westfield pop up early in 2024.

As the demand in modest fashion grows, the lauded regional brand has looked to further expand its reach. This year also sees larger retail partnerships for Leem with key strategic moves in the GCC region and European market. Aiming to be more accessible, Leem’s latest collections continues to grow with Ounass and Bloomingdale’s Dubai and will soon be seen regionally on Harvey Nichols Doha and Bloomingdale’s Kuwait while expanding in the international markets with Cult Mia and German luxury fashion retailer Burresi.

– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram

Image: Supplied