Shop The Story —


Enter the world of MARIAM SEDDIQ x SHEIKE beyond the lens. Here, we get to know the Prêt-a-couture designer Mariam Seddiq a little better as she talks to us about the creative process of the collaboration and her true loves from the collection.

It was a big honour to be invited to work with SHEIKE on their first designer collaboration. We share similar design aesthetics and we both want our customers to feel bold and unique in our pieces. It made sense and it’s been such an exciting partnership.


I collaborated with the wider SHEIKE team however worked closely with one of their senior designers, Ally to design the collection. First and foremost, it was really important to us to consider all body types and create sexy and flattering garments.


I am always mindful of event wear specifically and am known for this in my own brand. When designing, I think about the shawl that someone wants to pop over their shoulders for religious ceremonies but take off for the party or reception. The best part of the collection are the capes and separates that can be restyled and worn not only to your special occasions.

I have a love in particular for the Azalia Dress. This design hugs you in all the right places. It’s so flattering for all sizes and shapes. It gives you curves even if you feel like you don’t have curves! I would go one size down for the ultimate snatched fit. The fabric is just delicious.

For the campaign, we chose to work with Marina Didovich, Steven Chee and Taj Holmes to bring this collection to life. For me, the right energy is important and all three are extremely talented. The dream team!

Our muses for the campaign were Kaitlyn Rainbow, Michele Oliveira, Annalise Demmler and Sené Maluwapi. When casting for the campaign, again it was all about the energy. All four have the perfect amount of sass, sexiness and fun – the secret ingredients to a MARIAM SEDDIQ woman.

For me, the overall feeling during the campaign shoot was one of beauty, femininity, and power. It is a collection that celebrates women as a whole. Diverse women, who see themselves, who love themselves, who allow themselves. It is a collection that reflects the strength, love, and beauty of women. Beauty that was represented in various nuances throughout the shoot.


To have couture be available to the wider public and be size inclusive is such an exciting time for Australian fashion.


The collection is full of wardrobe staples! During the campaign shoot I felt three words - SEXY, POWERFUL AND FIERCE. If you have walked for or worked with Mariam, you know that's what she loves and what her clothes create when on your body.


Being a part of the collaboration was an inspiring experience where style and elegance effortlessly came together.