OMAI Turns Four Sisters’ Shared Wardrobe Into a Womenswear Label

Two Cairene sisters have spent the past year designing a womenswear label that resembles the way they dress themselves. Merna Khaled and Basmala Khaled launched OMAI in July 2025, and after spending a year developing their designs and organising production, they are now releasing the brand's Fall collection this October, its third since launching.The main concept behind all the collections comes from their childhood, when four sisters shared one wardrobe but each found a different way to wear the same piece of clothing. "Even though we grew up in the same home, each of us developed a completely different personal style," Merna Khaled tells SceneStyled. "We could all look at the same piece and style it in completely different ways."

That later turned into a label that aims to bring all of those different styles under one roof. "OMAI means 'oh my' in Hawaiian," Merna Khaled explains. "It was simply a phrase we used jokingly with each other at home. We decided to start OMAI because we wanted our label to stand for individuality, self-expression and versatility, built around the idea that a woman can have different styles and moods while still being completely herself."In OMAI's Summer 26 collection, that ethos comes through in pieces that can be styled differently depending on the wearer's mood or occasion. The Fringe Scarf Cover-Up, for example, can be worn as a halter top, scarf or swimsuit cover-up, while the Sparkle Scarf Cover-Up can be styled as a sarong, beach skirt or scarf. The Dune Tie Top can be worn over swimwear or paired with trousers or shorts. "What OMAI means to give the customer is the freedom to take one unique piece and, through different styling and fits, make it completely their own," Basmala Khaled says.

As the sisters put it, "The OMAI girl an empowered, confident, fun-loving and unapologetically different woman who styles according to her needs and feelings."

For now, OMAI operates entirely online, with customers able to place orders through the label's website or directly through Instagram.

The label is made entirely in Egypt, in a factory the sisters run themselves. They oversee production and quality control, work with the factory team, handle orders and customer service, and share design and styling decisions. "We had spent a year learning, testing the market, improving the production process, looking for the right staff and creating countless samples," Basmala Khaled says.

For the Fall collection, OMAI is staying true to the same approach. "We are trying to make our eye-catching pieces just as wearable as the quieter ones, keeping to the same easy silhouettes and styling principles of our brand," Merna Khaled says.