THE MESS THAT MAKES THE MUSE
MRS. KEEPA
Mariam Yehia by Ämr Ezzeldinn
Mrs. Keepa is a fashion brand founded in May 2016 by Egyptian designer Mariam Yehia. Based in Dubai, the brand blends contemporary and avant-garde fashion, drawing inspiration from personal stories and cultural heritage. It has gained international recognition through collaborations with major magazines and appearances at fashion weeks. Mrs. Keepa also prioritizes sustainability, repurposing fabrics through its sub-brand, Mrs. Keepa home, which extends her creative vision into home accessories and furniture. DIVAZ's editor-in-chief sat down with the visionary in Dubai to hear all about her stylish outlook on life.
How would you describe your brand philosophy in your own words?
The philosophy is simple: stay true to yourself, block the noise and keep doing what you’re doing. As long as it’s honest, people will feel it. Mrs. Keepa began as a very personal story; I wanted to create something I’d want to wear, something that reflected my style. It’s authentic because it reflects my spirit.
How did you develop as a designer over time?
I’ve grown significantly as a designer. In the beginning, it was challenging because I believed everything had to be purely artistic—something new and different. However, as I matured and the brand expanded, working with buyers and clients added a new layer to the process, turning it into an exciting challenge.
What’s the biggest challenge in fashion design for you?
Art versus commerce is a never-ending struggle—an ongoing work in progress. It’s a delicate balance between staying true to yourself and to your art, while ensuring the piece makes sense commercially.
How has your approach to your collections evolved?
The brand has evolved into something far more meaningful than just clothing—it’s a responsibility to my audience and clientele. The philosophy behind it is something I share with a close circle and the clients I engage with directly. Last season at Dubai Fashion Week, we took the brand to the next level. Instead of presenting a traditional collection where people focus on what they want to buy, I told a story. I wanted to liberate myself from seeking approval or comparisons, like “This collection is better than the last one.” What I presented wasn’t just a collection; it was my voice, a reflection of where I stand in life and what I want the brand to represent.
Do you find that being an Egyptian designer has its challenges?
It’s rare to see Egyptian designers achieve international recognition, which, unfortunately, remains the benchmark for success. When someone from our region is appreciated and validated by the global fashion industry, that’s when we say they’ve “made it.” This is ironic, considering Egypt was one of the pioneers of quality fashion in the 1940s and 1950s. Today, however, it’s no longer something we’re known for.
Couture Collection. Image by Rudolf Azzi
Who is your Diva?
My current inspiration is Isabel, my daughter. If I need inspiration or want to understand how the world is working, I turn to her. But, in truth, I don’t believe in the human manifestations of who a diva is. I believe it’s what you do that defines your aura, and authenticity is what truly gives it power.
Courtesy of the Artist
