Founder

Continually inspired by the Middle East, a place I called home for many years, and North Africa, my ancestral heritage. Growing up between Qatar and London, I often struggled to adjust my style to the diverse environments I was constantly navigating. This challenge led me to start making my own clothes, which soon extended to creating garments for my friends and family at the age of 17.

At the time, the fashion industry began to feel alienating, uninspiring and repetitive, lacking focus on quality and the real demands and personal styles of its clientele.

I became deeply invested in fashion, taking evening lessons in garment making and art in London. My primary goal was to cater to the unique style preferences of the Arab community outside the MENA region, a group I felt was underrepresented; this passion led to the launch of my brand in 2016.

My inquisitive nature and love for storytelling, cultures, and world politics drew me to study Journalism and International Relations. A path that has subtly shaped and broadened my perspective, revealing the deep connections between narrative, world affairs, and fashion, which continuously inform and inspire my creative direction. More than just a clothing line, Palache is an open book with pages of stories being told through our creations. Each silhouette a chapter amongst chapters, where women of every background can discover a piece that resonates with them, and become a part of our narrative.