Egyptian Label Sara ElEmary Celebrates 15 Years of Being Boldly Modest

Canadian-Egyptian designer Sara ElEmary celebrates 15 years of her eponymous label with the launch of her FW ‘24 collection, 'Connecting Dots.’  Known for blending modest silhouettes with contemporary elements, ElEmary’s ready-to-wear brand has captivated with previous collections such as the vibrant and playful SS ‘24 ‘The Wave,’ and the effortlessly cool FW ‘23 ‘Suited Up.’

The brand was born out of a desire to fill a gap in the market for stylish, modern options for modest women. ElEmary, founder and creative director, describes her brand’s ethos as structured, bold, and free—qualities that unite all her collections.

Connecting Dots offers a fresh perspective on ElEmary’s designs, combining edgy, billowy silhouettes with soft fabrics. In a tribute to the brand’s anniversary and her own self-confidence, ElEmary herself models the collection.

The Muse

"My inspiration came from the brand’s 15-year journey—and my own as well," she tells Scene Styled. "It reflects how a woman can evolve over the years when she starts to connect with her inner self and stops going with the flow. It shows how a woman can stand strong for herself and her beliefs."

The Collection in Three Words

“Bold, daring, and fearless,” ElEmary says. From the collection shoot’s creative direction to the silhouettes, these descriptors fit perfectly. "This collection mirrors how some of our original pieces can always make a comeback, but reinvented with subtle twists." For the designer, it goes deeper. "In that way, they signify the true definition of a timeless piece."

How to Style It

Bold calls for even more boldness, in our humble opinion. Statement earrings like Isabel Marant’s 'A Wild Shore' crystal drops, a larger-than-life tote such as American-Egyptian designer Amy Shehab’s Jumbo Classic Leather Bag in black, and thick wedged boots from Naked Wolfe would perfectly complement the new collection. An ombre hijab from British brand HĀNM or slicked-back hair adds that effortlessly cool touch. ElEmary agrees: *the bigger and bolder, the better.

The Standout Pieces

While ElEmary couldn’t pick just one favorite, we’re particularly drawn to 'The Parachute Skirt' and the 'Bold Flowery Jacket.'

The Verdict

The collection’s shoot is a study in contrasts. The stark black-and-white photography and dramatic poses highlight the designer’s reinvention of original pieces through unexpected elements like fringe, embossed florals, triangular cut-outs, and studded belts. "Timeless pieces can always make a comeback," says ElEmary.