Mrs Keepa: The Designer Rewriting the Rules of Fashion
Mrs Keepa was born from a mix of personal history and a passion for craftsmanship. My mother and grandmother were both incredible seamstresses, I grew up watching my mum create patterns and sew all my clothes. It wasn’t about fashion in the typical sense – it was about the art of making. That background in craftsmanship has stayed with me and it’s what I bring to every piece in my collections.
Mrs Keepa is a timeless brand with a strong, bold character. I’m deeply inspired by my French-Egyptian heritage and the vintage styles I love – think early Chanel and Schiaparelli. My collections are a reinterpretation of those looks but with a modern, wearable twist. It’s all about elegance and sophistication, but also fun and bold, with a bit of edge.
I don’t sketch – my process is much more intuitive. I start with a moodboard, which might be as simple as a photograph or a couch, and build from there. Geometry often plays a role in my designs and I find that shapes and structure really influence the direction I take. Once I have my vision, I move straight to the fabrics. I work directly with the materials, playing with texture and weight, and experimenting to make them come to life. I have my own store, workshop and showroom, so everything is done in-house with my design team. It’s a very hands-on approach.
The name actually came from my husband, he was a goalkeeper when we met. So everyone used to call me ‘Mrs Keepa’ as a joke. When I decided to start my own brand, I wanted to honour him. He has been my biggest supporter – he encouraged me to pursue my dreams and gave me the confidence I needed to make it happen. Mrs Keepa felt like the perfect tribute.
MRS KEEPA
The latest collection is called La Boite, which translates to ‘The Box’. It’s about breaking out of preconceived notions. I wanted this collection to be about change, progress and adaptability. Women today are multifaceted and constantly evolving, so I created pieces that could shift and evolve with them. It’s also a reminder that we shouldn’t be confined to a box, whether that’s in fashion or in life.
Since the brand started, I’ve been receiving requests for bespoke pieces. While it’s still based on the ready-to-wear collection, the couture line takes it to the next level by offering more exclusive, elevated fabrics and a more personalised approach to each piece. It’s about giving clients a tailored experience that allows them to really connect with the designs in a unique way.
Mrs Keepa is for every woman. I design for those who know exactly what they want and for those who need their clothing to do the work for them. My pieces are about empowerment, confidence and helping women express their individuality. I want them to feel beautiful, but also bold and unexpected.
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MRS KEEPA
Some of my favourite pieces include our t-shirt dresses. They’re so versatile – you can dress them up or down, and they’re timeless with a twist. The kimono is also one of my favourites; it’s been a bestseller. It really captures the essence of the brand – sophisticated, yet easy and effortless.
For 2025, I’m focusing on building closer connections with the communities that resonate with Mrs Keepa. I want to get to know Arab women better and understand what they need from fashion. I’m also planning a regional roadshow and some exciting pop-up events. On top of that, there are a couple of collaborations in the works that I’m really excited about.
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