Swimwear

Salma Abu Deif on Forming a Sisterhood and Celebrating Natural Beauty with Her New Swimwear Brand

Salma Abu Deif on Forming a Sisterhood and Celebrating Natural Beauty with Her New Swimwear Brand

Photo: Shahira Zaki. Courtesy of Elma
There’s a new celebrity-founded inclusive swimwear brand to love and covet, and it was born right here in the Middle East. Egyptian actor and model Salma Abu Deif has channeled her passion for women’s empowerment and self-love into Elma, a brand described as a “safe space” by Abu Deif. “More than a brand, it aims to nourish, educate, and help women be more accepting and content in their own skin and bodies,” she shares with Vogue Arabia. “Elma speaks for every woman, and aims to better understand their needs and what women truly want.”

Three years in the making, Elma was launched this summer by Abu Deif on Instagram with a locally shot series of photos that showcase the different pieces in the inaugural drop. “The swimsuit styles are based on what the market responds to, as well as my personal taste,” says Abu Deif. “Our first collection is us testing the waters in the Egyptian and MENA region markets, and we’re all ears to see how our consumers respond.” Seen in the launch campaign are bikinis, one-pieces, lounge sets, maxi dresses and more, ranging from monochrome numbers in bold hues to multicolor prints. “Our pattern is inspired by stretch marks, and the E in Elma’s logo is inspired by the curves of the body,” says the 29-year-old. “Each style has a different story in terms of design and experimentation, as well as color. The creative process was a conversation with our designer, who brought Elma’s vision to life. We talked about how stretch marks are a constant struggle for all women, including myself, to embrace. We also discuss the art of celebrating natural beauty and everything in between, which is what we’re all about.”
Photo: Shahira Zaki. Courtesy of Elma
Elma aims to do away with the notion of the ideal beach body by adopting the slogan, “Your second skin” and celebrating natural beauty. Driven by Abu Deif’s goal to form a sisterhood, Elma is on its way to being a community-oriented swimwear brand unlike any other. “Right now, everyone is still getting to know Elma,” she says. “In the next couple of weeks, it’ll become more clear what Elma is truly about.” Modest swimwear and a winter collection are on the horizon for the brand, and so are a “few cool projects”, according to Abu Deif. “Until then, we’re just excited to see how Elma will grow from here on out.”
Photo: Shahira Zaki. Courtesy of Elma
Read Next: From Bodysuits to Burkinis: The 21 Best Modest Swimsuits for the Summer

From Bodysuits to Burkinis: The 21 Best Modest Swimsuits for the Summer

From Bodysuits to Burkinis: The 21 Best Modest Swimsuits for the Summer

Photo: Courtesy Hadia Ghaleb
It’s that time of the year again. As the mercury continues to rise, your calendar for the next few months is likely to include many more plans that focus on cooling off, be it with beach visits or dips in the pool. And while summer may translate to ‘bikini season’ for many, there’s something to be said about the appeal of a modest swimsuit. Offering the perfect amount of coverage, modest swimwear pieces come in a myriad of colors, patterns and cuts, ensuring that their wearer can enjoy the best of the summer without having to feel uncomfortable in their skin. As we gear up for our summer breaks, Vogue Arabia chalks out the best modest swimsuits available right now, from classic one-pieces to higher coverage numbers.

The best swimwear for light coverage this summer
Fancy a one-piece that allows ease of movement and also looks cool? Look no further than Cover Swim’s black turtleneck piece, or Summersault’s two-toned blue number, which features a high neck and thicker sleeves than basic cuts. Norma Kamali’s ruffled swimsuit is ideal for extra leg coverage, while Mary Katrantzou and La Double J’s playfully printed creations effortlessly cover the shoulders for especially hot days.
Light coverage: Norma Kamali, AED 923
The best bodysuits for medium coverage this summer
If you’re looking for a tad more coverage this summer, swimsuits with shorts-style bottoms are a must-have. Cases in point: Cynthia Rowley’s floral blue piece, which extends over the thighs, and Stockholm Surfboard’s all-black bodysuit, a versatile number you can keep coming back to. For complete arm coverage, Emilia Wickstead, Duskii and Mara Hoffman have some great picks, each in a print more exciting than the other.
Medium coverage: Cynthia Rowley, AED 873
The best burkinis for full coverage this summer
Hadi Ghaleb’s latest poolside line, featuring wraps and burkinis, is ideal for the woman who loves vibrant hues, but that’s not where the options end for modest swimwear. Look to Nike and Adidas for classic tunic and legging combinations in solid hues, or stir things up a bit with Lanuuk’s swim pieces, accentuated with feminine ruffle details. Lyra and Munamer add a modern twist to modest swimwear with exotic prints and zips, while Shelline’s pistachio green piece makes the perfect pick for the pastel lover.
Full coverage: Hadia Ghaleb, AED 699
Below, take a closer look at the best modest swimwear on Vogue Arabia’s list
Light coverage: Mary Katrantzou, AED 1,730
Light coverage: Cover Swim, AED 850
Light coverage: Ganni, AED 656
Light coverage: La Double J, AED 1,502
Light coverage: Summersault, AED 420
Medium coverage: Duskii, AED 588
Medium coverage: Stockholm Surfboard, AED 1,934
Medium coverage: Emilia Wickstead, AED 1,419
Medium coverage: Mara Hoffman, AED 895
Medium coverage: Balenciaga, AED 2,260
Medium coverage: Marysia, AED 1,379

Medium coverage: The Upside, AED 963
Full coverage: Shelline, AED 624
Full coverage: Lyra, AED 390
Full coverage: Nike, AED 500
Full coverage: Lanuuk, AED 414
Full coverage: Adidas, AED 550
Full coverage: Munamer, AED 652

Hadia Ghaleb Launches a Modest Swimwear Line: “I Want To Highlight the Diversity and Beauty of Arab Women”

Hadia Ghaleb Launches a Modest Swimwear Line: “I Want To Highlight the Diversity and Beauty of Arab Women”

Photo: Courtesy of Hadia Ghaleb Brand

Dubai-based entrepreneur and fashion influencer Hadia Ghaleb is launching an inclusive swimwear line this week, Hadia Ghaleb Label. In an effort to bridge the gap between veiled and unveiled women through fashion, Ghaleb’s latest venture offers a collection of swimwear that can work for women of all backgrounds. Bringing together women of all cultures, religions, and lifestyles, the swimwear line practices inclusivity—something that is being called for within the fashion industry. “With the launch of Hadia Ghaleb Label, I hope to end the division of the swimwear market for veiled and unveiled women. The idea that we have separate stores feels outdated — in 2022, we need to embrace the uniqueness of each woman and ensure equal fashion choices for all,” she tells Vogue Arabia. 
Photo: Courtesy of Hadia Ghaleb Label
Drawing inspiration from vibrant summer colors in combination with the elegance Arab women are known for, Hadia Ghaleb Label gives women a chance to express themselves as fashionably as possible without worrying about their backgrounds during vacations. The label includes two swimwear sets that come in six different colors, alluding to the sea, sunsets, and beach. An extra dose of creativity comes in via the fact that Ghaleb’s pieces can be styled in several different ways and combinations, allowing the wearer to customize their look: Swimwear Ensemble, including a swimsuit top and scarf; and Swimwear Full Set, including swimsuit top, scarf, leggings, and sarong. The launch of the line will take place between May 3-6 with the digital presentation including prominent fashion influencers in the Middle East, including Hadia Ghaleb herself, Yusur Al-Khalidi, Maryam Al-Khalidi, Youmi, and Shouq.

Photo: Courtesy of Hadia Ghaleb Label
Ghaleb stresses on the need to reclaim the burkini trend and the negative connotations surrounding it. “The swimwear category for veiled women, also known as the burkini, often focuses only on practical functionality and doesn’t provide stylish or trendy solutions for the women who wear it,” she explains. The story of this launch is also a personal one for Ghaleb, who has witnessed the ostracization of her fellow veiled women. “Growing up, I saw a stigma around the burkini: Once, a friend of mine was denied entry into a place because she was wearing a burkini. I stood there helpless, feeling her pain but unable to change the situation. Hadia Ghaleb Label’s purpose is to change that perception, and designs of conservative swimwear, so no other woman will have to go through moments like this.”
Photo: Courtesy of Hadia Ghaleb Label
Though not always a conservative dresser herself, Ghaleb believes in her message of changing the stigma around veiled women’s fashion.  “The mission of Hadia Ghaleb Label is to uplift and empower women, no matter what their fashion or lifestyle choices are. By creating this swimwear line, I want to highlight the diversity and elegant beauty of Arab women by coming up with designs that will fit — and complement — all women.”
Photo: Courtesy of Hadia Ghaleb Label

10 Sustainable and Size Inclusive Swimsuits to Feel Good in This Summer

10 Sustainable and Size Inclusive Swimsuits to Feel Good in This Summer

The urge to have a much-needed beach holiday — whether in a far-flung destination or closer to home — is stronger than ever. One way to look, feel, and do good during it? Wearing sustainable swimwear that flatters your body. With size inclusivity and sustainability being major themes this year, buying the right swimsuit that has been sourced and produced ethically is a must.
Brands have been recycling post-consumer waste like fishing nets and plastic bottles and turning them into Econyl, a new material that’s being used in swimwear. As for the size, options have increased with pieces ranging from monochrome, to fun prints, and cut out designs. There are plenty of choices to mix and match as well (such as the bikini bottom from Mara Hoffman), and pieces that would add a pop of color to your summer wardrobe (Evarae). If modesty is what you prefer while still keeping up with the trends, the bodysuits from Chromat, Azyä and the swim headscarf from Adidas would be the right pick.
Being comfortable and feeling confident in what you wear is key. Scroll through for our edit of sustainable swimwear for all shapes and sizes.
Read Next: 6 K-Beauty Pros on How to Get Gorgeous Summer Skin

Selena Gomez Continues to Champion Inclusivity with Her New Swimsuit Collection

Selena Gomez Continues to Champion Inclusivity with Her New Swimsuit Collection

Photo: via Instagram / @lamariette
Selena Gomez has designed a new swimsuit collection for those itching to hit the beach this summer. Recently partnering with La’Mariette, the new line, launched yesterday (July 3), includes six swim styles: two tops, two bottoms, a one-piece, and a sarong — all in the brand’s Aura print that features bright purples, reds, and greens.
“The Aura print is inspired by Selena, her aura shines through in everything she does and we want everyone else to feel that sort of transformative feeling of being their most authentic self,” explained La’Mariette co-founder Morgan Brutocao in a press release. “Selena’s confidence is unmatched and being able to design a print with her which embodies that is so rewarding.”

With a variety of styles and coverage options, the line aims to offer something for every body. From the strappy bikini top to the sarong that can be worn a multitude of ways, the collection is available in sizes XS-XXL and is available to purchase online.
Gomez posted a photo of herself posing in one of the suits. She wrote in the caption: “So grateful that I get the opportunity to celebrate my friends’ endeavors. My collaboration with @lamariette is out today! What I love about this brand is that it celebrates women who who love their bodies unconditionally giving themselves the grace they deserve. Hope you love it as much as I do.”

“It was really fun for us to play around with creating swimsuits because Theresa, Morgan, and I love being outside so much,” Selena said in a press release, referring to La’Mariette founders Theresa Mingus and Brutocao. “After going through swatches, my favorite color was purple, I wanted to stay away from colors I’m used to like red and white. Purple felt different for me and we added pops of color like green and neons here and there, it really becomes your own suit however you wear it,” she added.
This isn’t the first time Gomez has designed a bathing suit with the newly-relaunched La’Mariette brand. Mingus launched her swimsuit line in 2019 under the name Krahs, tapping Gomez to design a bestselling style that hid the scars from her kidney transplant surgery. One year later, Gomez helped kick off the rebrand, finally revealing her scar in a blue zippered suit.
Read Next: Selena Gomez Reveals the Kind of Therapy Helping Her Get Through Mental Health Struggles

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