The SemSem line reflects Abeer’s life experiences. Holding a degree in civil engineering, Abeer is focused on attention to detail, quality, and functionality. From her childhood in France, she brings a sense of refinement and understated elegance to her designs. Her Mediterranean upbringing and time living in the Emirates is evident in SemSem’s resort-ready pieces. As a nod to her hometown of Alexandria, SemSem incorporates two widely recognized Egyptian symbols – a triangle and a lotus flower – into its branding and clothing designs.
As a mother, Abeer wants to design clothes that also make a connection with her daughter. The mother and daughter styles share subtle design elements, complementary fabrics, and balanced color palettes.
In keeping with Abeer’s mission of giving, SemSem will support organizations dedicated to gender equality, literacy, health, legal awareness, and education among women and children across the globe. Each season, SemSem will choose a different charity focused on these issues.
For its inaugural season, SemSem is supporting The Association for the Development & Enhancement of Women (ADEW) a non-governmental, non-profit organization in Egypt. Specifically, SemSem has selected ADEW’s Girls’ Dreams Program and the House of Eve Shelter for Abused Women. SemSem’s involvement will directly aid in the advancement of safety, education, and empowerment for female heads of households and their children in Egypt and the region.