SemSem: Inspired by Love
SemSem’s garments tell the unique story of Abeer’s multicultural upbringing in Egypt, France and the United Arab Emirates. Each design is complete with bold yet elegant touches and fine quality reminiscent of the way Abeer’s grandmother once lovingly crafted clothes for her mother.
ENGINEERING MEETS FASHION
As the Creative Director, Abeer Al Otaiba brings multilayered considerations to her SemSem designs, including influences from her childhood, her lifelong love of fashion and her experience as a civil engineer. Drawing from her life experiences, this clothing line is entirely hand-made and incorporates two recurring Egyptian motifs: a triangle and a lotus flower.
“SemSem is linked to a social mission of investing and supporting women and girls from how we source our fabrics and sew our garments to investing profits back into organisations that are making a difference.”
– ABEER Al OTAIBA, AEWORLD
“Ever since I was Samia’s age I wanted to be a fashion designer, but I came from a family of engineers. I so believe in the power of creativity.”
— ABEER AL OTAIBA, HARPER’S BAZAAR ARABIA
SemSem’s Guiding Principle
From the very beginning, Abeer centered SemSem’s mission around improving the welfare of women and children worldwide. Calling attention to women supporting women, SemSem merges fashion with social conscience. Each season, the fashion label partners with a different women’s charity to support causes such as gender equality, health and education. SemSem champions nonprofit organizations that align with the brand’s values of philanthropy, family and quality.
In 2016, Abeer’s debut collection featured The Association for the Development and Enhancement of Women (ADEW), a nonprofit organization committed to the education, safety, and empowerment of mothers and children in Egypt. SemSem specifically selected ADEW’s Girls Dream’s Program and the House of Eve Shelter for Abused Women to build an orphanage and sponsor three schools in the local area. Additional charities have included Women for Women International, Every Mother Counts, Angele.H International, Nation of Dolls, and the International Rescue Committee.