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SEE.MAS Offers A Fresh Take On Modest Fashion

SEE.MAS is a ready-to-wear fashion brand that was launched in 2018 and aimed at the Saudi market, offering “modern and practical” apparel that is carefully tailored to fit the shape and lifestyle of women in the region. The brand was chosen by the Saudi Fashion Commission to participate in the Saudi 100 Brands program and is now positioning itself for an international expansion. Here, Her Highness Princess Nouf bint Bander Al-Saud, founder of the company, talks to WWD about the brand’s attributes and target customers as well as what informs its designs. WWD: When was the brand founded? And what was the impetus behind launching it? Her Highness Princess Nouf bint Bander Al-Saud: We started in 2018 with a need I witnessed and experienced personally — focusing on women’s body shapes and improving sizing. I enjoy fashion and am inspired by many different brands, but shopping here can be frustrating as our market is often heavily stereotyped and segmented. I wanted great fitting garments in high-end fabrics that represented my aesthetic and lifestyle. WWD: How would you describe the SEE.MAS design aesthetic? Is it a form of “modest fashion?” N.B.A-S.: Thoughtful, premium, minimal. I wanted beautifully made garments that evoke the duality of approachable luxury, simple and

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