MARAM (Instagram) is a ready-to-wear brand born from a passion for old-world craftsmanship, creative escapism and storytelling. Established by Egyptian designer Maram Aboul Enein, MARAM’s collections effortlessly reflect balance and polarity, offering pieces that span the spectrum from loud to quiet, playful yet sophisticated, light as well as dark. By blending intricate details with timeless style, MARAM modernises heritage and local craftsmanship. Embracing the concept of ‘off-duty luxury,’ the brand redefines modern elegance while prioritising sustainability, ethical practices, and mindful creation at its core.
As the founder of MARAM, can you share what led you to establish your own fashion brand, and how do your experiences at renowned fashion houses inform your approach to design?
I founded MARAM at a moment where I finally felt like I had a clear vision and had found my voice as a designer. I had spent around six years working between Paris and New York under big fashion houses, which helped me identify my strengths and master my skills. It just felt like the right time, I knew what I had to contribute and I was ready to share my vision with the world.
Can you describe the journey of creating a collection from initial concept to the runway? What are the key stages and challenges you encountered along the way?
We start with the concept, the initial idea. It must have a meaningful purpose, it must have a message. Otherwise it’s not inspiring enough for me to dive into it for months. Then we start breaking down this concept into colours, textures, shapes, techniques, proportions, et cetera. MARAM is really about storytelling, nothing is an accident. Every piece is part of the whole and when it all comes together it’s really saying something. The stages are always standard: concept, design, edit, present. The challenges only keep getting harder because each season we try something completely outside of our comfort zone which keeps us in a never-ending learning process. This is the beauty of design and this is how we continue to evolve and grow, by facing challenges with curiosity and humility.
How does MARAM achieve a balance between lightheartedness and sophistication in its collections, and what do you aim to evoke in those who wear your designs?
MARAM is really about the meeting of two worlds. Polarity is a core for us. And in my opinion, good design always has two opposing forces meet in perfect harmony. I love mixing serious elements with childlike, playful elements. I’m inspired by people who have the ability to embrace all sides of themselves, the strong and the vulnerable, the loud and the quiet, the light and the dark. I think that dichotomy is the true beauty of human nature. I design with the purpose of evoking positive emotion in the wearer, fashion really is a silent language. I want my clients to feel like they are stepping into their power every time they put on a MARAM piece.
Sustainability and ethical manufacturing are core values for MARAM. Could you elaborate on your commitment to conscious creation and how it influences your design process and business practices?
MARAM collections are now designed in “Cycles” instead of standard industry seasons, going against the grain of your industry is always a big risk to take, but we aspire to be change makers and thought leaders. By exploring alternative systems within the industry and challenging the standard production cycles and methods, we can hopefully build a more ethical and sustainable future. Conscious design is really important for me, if you’re going to put something new out into the world it has to be intentional, it has to add value. In an era of overconsumption, overstimulation and hyper-consumerism, we want to bring back the true essence of fashion that has been lost in all the noise.
How do MARAM’s locations in Montreal and Cairo, along with its presence at Paris Fashion Week, shape the brand’s identity and design aesthetic?
The brand’s identity is very hybrid and multicultural. We “belong nowhere and everywhere at the same time” and this non-identity is deeply woven into our collections and communication. Living the majority of my life between Paris, NY, Montreal and Cairo allowed me to rediscover and embrace my roots while immersing myself into different cultures and worldviews. It made me realise that in the end, we are all the same, we are all part of one consciousness. Our nationalities and ethnicities are worldly identities, but we are all human. This perspective of oneness is very much the driving force behind all of my work. I never attach my brand to one country or culture, MARAM is for everyone who embraces their humanness over worldly identities.
How do you innovate within the realm of ready-to-wear fashion while still honouring timeless craftsmanship and design principles?
We are very much dedicated to reviving dying artisanal techniques such as loom hand- embroidery. We are always trying to find ways to modernise heritage and local craftsmanship without losing its timeless essence. So the challenge is always how can we create an artisanal piece that is easy to wear, comfortable, timeless and that can be priced reasonably? Each cycle we manage to get one step closer in innovation, our latest challenge has been to create a weightless embroidered dress and we managed to create an entirely hand-embroidered gown that weighs less than one kilo.
How does the brand challenge traditional notions of luxury, and what does luxury mean to you in the context of contemporary fashion?
Luxury for me means absolute comfort. If something is not comfortable, it’s simply not luxurious, no matter the price point. MARAM aims to connect the dots between comfort and extravagance. If we can make an incredibly high-quality, timeless piece that our client feels extremely comfortable in, that for me is the ultimate luxury.
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