Madi Abaida’s brand, EXTREMEDY, is one of the latest labels to find its way to UAE fashion scene. The promises are mindboggling already. Hi there! I’m a bike messenger by day, aspiring actor by night, and this is my website. I live in Los Angeles, have a great dog named Jack, and I like piña coladas. (And gettin’ caught in the rain.)
UAE has a global reputation on matters to do with taste for fashion. Whereas big international brands had dominated the UAE fashion landscape, a trend has emerged whereby local designers have also stepped up. Homegrown fashion brands are radically changing things as we have lived to know them for decades. Talar Nina is one such homegrown talents that are positively impacting UAE. She is popular for her structured blazers.
But today’s event was not about her. It was all about Extremedy, launched in Dubai, a preferred destination for international fashion designers.
Created by the amazing director Madi Abaida, Extremedy was ceremoniously debuted in Dubai at Cavalli Club. The event was graced by the likes of Gigi and Bella. The icing on the cake was a catwalk by celebrity models Andreea Sasu and Jeremy Meeks. With Extremedy, Madi Abaida sent a strong statement that indeed women’s position in UAE fashion cannot be shaken off.
This was a night like no other, held at a venue packed to capacity and complimented by the brand’s signature 1980s motif accent. Speaking post the event, Maidi took some time to shed more light on her creation.
She explains Extremedy as something that is extraordinary. The main goal of creating this brand was to build something that cannot be found at any other place. She mixes her unique style with vision and idea of creating a unique label. Extremedy is an exact reflection of this vision.
This is not a regular couture collection. It is designed based on Maidi’s authentic moods and desire to let the world know that UAE still flies its flag higher when it comes to fashion.
There is no denying the fact that Extremedy is bound to change how Dubai has always perceived fashion.