Seeking to create a new aesthetic for the Middle Eastern modest woman, the two Emirantine founding sisters of Her Excellency, Mona and Unood Adnan launch the brand in 2020.
In 2021, the brand noticed that although their market analysis defined the target as ready for a micro revolution in fashion traditionally defined as Arab, most fashion houses only offered Abayas, tunics.
Her Excellence was founded with the purpose of serving this need.
In 2020, the co-founders of the brand realized the limitations that their cultural background and their geographical position imposed on them in the creation of fashion products:
While using Maelle, the Her Excellence team understood that:
“My name is Unood, Entrepreneur from Dubai. I started my clothing brand (Her Excellency) in 2021. I faced many challenges starting from designing, selection of material, production etc. The experience was more stressful than joyful until I got to know Maelle’s team, who was passionate, expert and resourceful.”
– Unood Andan Ali, Her Excellency brand, CEO, 2022
In 2020, the co-founders of the brand realized the limitations that their cultural background and their geographical position imposed on them in the creation of fashion products:
While using Maelle, the Her Excellence team understood that:
“My name is Unood, Entrepreneur from Dubai. I started my clothing brand (Her Excellency) in 2021. I faced many challenges starting from designing, selection of material, production etc. The experience was more stressful than joyful until I got to know Maelle’s team, who was passionate, expert and resourceful.”
– Unood Andan Ali, Her Excellency brand, CEO, 2022
After starting using Maelle’s tools, the brand was able to identify the main reasons for the failure of the first branding:
the target had not been identified and the production and quality of the products was limited both by the available manufacturing and by the suppliers present in the region.
Once Maelle’s blue prints followed, the brand developed:
“Leda Di Marti shared with me different perspectives, asked the right questions, listened carefully and showed support throughout the journey.”
– Unood Andan Ali, Her Excellency brand, CEO, 2022