Moustadaam, how London’s first ever at-home rental brand came to be
Moustadaam, meaning sustainable in Arabic, is the brainchild of Assil Skaiky and has been established since September 2023.
How Moustadaam was born
Starting out with a degree in Fashion & Textiles from the University of Portsmouth, it wasn’t until Assil achieved six years of experience in Luxury Retail and Styling that she got the idea for Moustadaam.
Birthed from her own struggle to find a unique, affordable dress for her birthday, Skaiky realised she was not the only person in the city facing this dilemma and decided to put matters into her own hands.
“It started when I saw a Versace dress I loved...until I saw the £5000 price tag. It was then when I began to wonder why can’t high-end fashion be more affordable?”
The journey to create a build a brand unlike any other in London has been tough, but as attitudes and tastes in women’s high end fashion change so too is Moustadaam’s popularity.
The mission
The brand’s focus is to bring mass consumption and fashion waste to a halt whilst not sacrificing the quality and style of the high-end pieces.
Through her years of experience in the fashion industry, Assil learnt about the damage fast fashion is creating on the environment and understood quickly that change needs to be made.
With the knowledge of how to do the opposite, this inspired her the idea to create glamorous bespoke pieces from recycled clothes on a rental basis.
What makes the brand unique?
Each rental brings with it the expertise of a stylist who will make sure the piece suits you all from the comfort of your own home.
This service was designed in recognition of the struggle it can be as a busy woman to find time to go to a shop, find an outfit and try it on whilst balancing other aspects of life.
Moustadaam’s at home service creates a stress-free experience for every client so they can enjoy their special evening in beautiful, unique clothing they feel confident in.
Malika, the first collection
The Malika collection, is an amalgamation of Assil’s experience and knowledge to find the perfect gap between Highstreet and Luxury fashion.
Taking from her Lebanese and Palestinian heritage, She used influence from the middle east to make the collection a bold new expression of women’s empowerment and celebration of strength, diversity and the resilience of women.
It’s not just a collection, it’s a statement, a movement and a tribute to the power of women everywhere that allows them to embrace their individuality.
From this collection came some iconic pieces such as the Bella dress that has become a staple for the brand so far.
The brand’s debut at London Fashion Week 2024
London’s Fashion Week in September 2024was a significant moment for the brand. It provided a chance to share the designs with a wider audience and spread the message of sustainability in fashion.
The praise Moustadaam received was amazing! Attendees were very impressed by the quality and craftsmanship of the pieces which stood out from the usual sea of mass-produced designs.
“I’m beyond excited to watch the brand grow and bring empowerment to women everywhere.”
[Assil at Fashion Week on the stage]
Being featured in The Daily Mail and LDN Fashion within it’s first year is a fantastic sign of things to come!
““We’re just getting started...I want to bring this concept to even more women, not just in London but across the UK and beyond.” ”
If learning more about Moustadaam has peaked your interest, then why not take a look at the full Malika collection today!