ArAm is a Saudi award-winning Ready Couture brand founded by Arwa AlAmmari who has a passion for arts all her life. Being a painter and sculptor Arwa looks at fashion through an artist eye.
The logo has a star that is inspired by Arabic culture and history and the brand name ArAm is driven from the first letters of the founder’s name, Ar for Arwa and Am for Ammari. Moreover, Aram means the wild dears in Arabic, which has the same meaning of Arwa.
The brand name ArAm is derived from the first letters of the founder’s name; Ar for Arwa and Am for Ammari. Moreover, Aram means the wild deers in Arabic, which has the same meaning of Arwa.
The brand was created with a vision of international recognition. Therefore, the name was chosen to be easily pronounced and memorized regardless of language. The brand has a diverse range of products including evening gowns (ArAm), Luxury Abayas (ArAm in Black), Men’s Wear(ArAm for him), Girls wear (ArAm Mini), Accessories (ArAm chest box), Luxury handbags (ArAm companion), loungewear (ArAm at lounge) and a bridal line is to be launched soon.
The garments are produced in Saudi Arabia, as it’s one of Arwa’s aspirations for Saudis to become creators and to start exporting rather than the prolonged notion of only being consumers.
ArAm aims at introducing elegance in a feminine, artistic, memorable and timeless manner; as highlighted by Grazia Magazine in its Saudi edition (June2018). “Arwa’s style has been compared to that of John Galliano’s, showcasing an avant-garde feminine elegance, beautifully blended in with tradition“
The designs are featured by their special colors and fabrics combinations, reflecting a Middle Eastern soul blended with international inspirations.
ArAm won the Italian magazine Grazia style award for emerging designer Middle East in 2014, shortly after the brand was established.
In 2016, Arwa became the first Fashion Star Arabia. She participated in Arabian version of the international competition ‘Fashion Star’ against 11 other well established designers. The main judge was the New York based designer ‘Reem Acra’ and the program was aired on the renowned Dubai TV channel. After 10 difficult challenges Arwa was able to win the competition.
ArAm started getting noticed by international fashion experts, receiving invitations to participate in the most prominent International Fashion weeks including Paris Fashion Week, London Fashion Week, New York Fashion Week, and LA Fashion Week; in addition to other fashion events in Hong Kong, Geneva, and Washington DC.
ArAm has participated in multiple regional and international fashion weeks. In 2018, ArAm was chosen to be the finale show of the first Saudi Fashion Week, which showcased Jean Paul Gaultier and Roberto Cavalli among other international designers.
ArAm also participated in other fashion weeks such as New York Fashion Week, Moscow Fashion days, FFWD Fashion Forward Dubai, and Arab Fashion Week in Dubai.
The brand was featured in many regional and international media including: BBC, CNN, France 24, HuffPost French, MBC, Alarabiya, and Rotana, in addition to the leading newspapers and magazines in the Middle East such as Alsharq Alawsat, Arab News, Khaleej News and more.
ArAm had multiple collaborations with public and private agencies on several projects. Collaborating, for instance with the Saudi Commission for Tourism And National Heritage for the historical event of launching the Saudi Tourism Visa, with the General Entertainment Authority for King Abdulaziz Falconry Festival, and with Alfaisaliyah for Saudi National Day.
ArAm was a fashion consultant for the Saudi Cup – the richest horse race in history, and consultant for the Department of Art and Design at Princess Noura University.