A Creative Universe Rooted in Identity, Community, and Expression
For Riyadh-based engineer & designer Abdullah Alkhorayef, fashion has never been just about clothing. It is about memory. About emotion. About the quiet, powerful ways people express who they are without ever saying a word.
This philosophy forms the foundation of IYMAA, a new fashion house born from Alkhorayef’s desire to create a space where creativity, identity, and cultural nuance converge. More than a label, IYMAA is conceived as a universe shaped by artists, thinkers, and storytellers, establishing a brand by creatives, for creatives.
At its heart, IYMAA explores the tension between what we carry with us and what we rediscover along the way.
Lost in Time: A First Chapter
The brand’s debut collection, Lost in Time, reflects this very idea, the act of navigating identity through moments of uncertainty, reflection, and rediscovery. The collection captures the beauty of transition: pieces that feel both familiar and unexpected, structured yet fluid, grounded yet expressive.
Each garment moves with intention. Silhouettes are designed to evoke a sense of presence rather than spectacle, allowing the wearer to inhabit the clothing rather than be overshadowed by it. Tailoring meets softness, restraint meets emotion, and subtle cultural references surface through modern construction.
Lost in Time is not simply a first collection, it is the beginning of a dialogue.
Through layered textures, sculptural shapes, and deliberate simplicity, Alkhorayef invites wearers to explore the idea that identity is never static. It evolves. It fragments. It comes back together.
In this way, the collection becomes deeply personal, a reflection of the creative journey itself.
“I have always been drawn to the idea that clothing can transform how we move through the world,” says Alkhorayef. “For me, design begins with culture and memory, but it must live in the present. It must feel effortless, personal, and powerful.”
A First Glimpse for the Creative Community
Before its wider introduction, IYMAA offered an intimate preview of Lost in Time during The Qode Press Day, where media, creatives, and industry insiders were invited to experience the collection up close.
Rather than a traditional presentation, the preview unfolded as both a visual and sensual encounter with the garments themselves, allowing guests to observe the textures, silhouettes, and craftsmanship in a more personal setting. The moment reflected the spirit of the brand: understated yet intentional, intimate yet impactful.
For many in attendance, it was the first glimpse into a creative language that feels both distinctly regional and globally resonant.
A Brand Built on Creative Dialogue
From its earliest conception, IYMAA has been envisioned as a collaborative cultural space rather than a conventional fashion house. The brand embraces artists, musicians, photographers, and creative thinkers from all walks of life, individuals who see clothing not as decoration, but as expression.
This ethos informs everything IYMAA creates. The garments are designed not for a single audience, but for a community of individuals who value creativity, individuality, and thoughtful design.
There is an inherent duality within the brand: exclusive in its craft, yet inclusive in its spirit.
IYMAA speaks to those who feel deeply connected to art and identity, people who understand that style can be a language of belonging, exploration, and freedom. The brand invites them into its world not as consumers, but as participants in an evolving narrative.
A Digital Gateway to the IYMAA Universe
Extending this philosophy beyond physical spaces, IYMAA will introduce its official website in March, offering clients the ability to explore and shop the collection online.
Their Instagram platform will serve as more than an e-commerce destination. It will act as a window into the brand’s creative universe, a place where storytelling, imagery, and design converge to deepen the experience of each collection.
Through this digital presence, IYMAA expands its reach while maintaining the intimacy that defines the brand.
An Ongoing Story
For Abdullah Alkhorayef, the launch of IYMAA is not a final destination but the beginning of an evolving creative journey.
Each future collection will build upon the emotional and artistic foundation laid by Lost in Time, continuing to explore identity, culture, and expression through the lens of fashion.
Because at its core, IYMAA is not simply about what we wear.
It is about what we carry.
What we lose.
What we rediscover.
