“For me, fashion is a series of ‘coupe de foudre’ moments. There is no strategy per se as to how I compile what becomes my wardrobe. It is truly a love affair. I have to fall in love with a piece in order to buy it” - DA
“For me, fashion is a series of ‘coupe de foudre’ moments. There is no strategy per se as to how I compile what becomes my wardrobe. It is truly a love affair. I have to fall in love with a piece in order to buy it” - DA
Our Story...
Deema Ajlani is a fashion label founded in 2016 by Saudi designer Deema Al Ajlani. Her journey into fashion began by chance, it’s founder says, “for egotistical reasons”, as she locally could not find the kind of items she was after, so she decided to design them herself for herself essentially.
Her interest in fashion started at a young age when she used to watch her mother dress up for parties. In those days women wore long gowns to big dinners in Saudi and she was in awe at the way clothes could transform a person. It was like watching a fairytale to her.
