Sisters Fatma and Nouf Musallam, 27- and 25-years-old respectively, are the brains behind newly-launched, Saudi-based e-tail site, The M Project. “We wanted to create something niche and contemporary, attempting to fill the gap between high street and luxury in the Middle East, mainly Saudi Arabia,” they tell Bazaar.
The site stocks the likes of Maison Margiela MM6, T by Alexander Wang and Être Cécile, though they admit it was difficult to get brands on board originally. “Many were reluctant because it was a risk. Our original goal was to get 10 designers for launch, and we ended up with 32!” The sisters set out with a clear vision for what they wanted the store to achieve, “We wanted to unite our favourite brands under one roof because we noticed they were missing in Saudi. We’re catering to the new Middle Eastern woman who appreciates innovation and quality.” — Maddison Glendinning