This summer, Ameera Hammouda launched her modest fashion line, AMEERA. But she has put in the work over the last year to make that happen. After losing her job during the pandemic, Hammouda crowdfunded to support her launch. Her first collection has just debuted.
Ameera Hammouda offers modest, fashionable options
“I was always into fashion, even as a kid,” Hammouda recalls. “And I used to create little mock businesses in my neighborhood, selling these ugly Play-Doh creations that people were nice enough to buy and support me at that age.”
That entrepreneurial spirit and interest in fashion began colliding in 2017, while Hammouda was studying business at Boston University. To supplement her income, she started a jewelry line, making handmade jewelry. But she soon realized that jewelry did not have her whole heart.
“I had this conversation with my professor,” she explains. “Telling him about how I’ve always wanted to do this fashion line, but I had this jewelry business. And he said ‘you know, the jewelry is more of a hobby, because you’re not really solving a problem’.” Hammouda realized she could offer more in the market of modest-friendly fashion.
Though Hammouda enjoyed making jewelry, she realized it had appeal as the easier option. Her real passion and desire to make modest but fashionable clothing would take a lot more work. Nevertheless, in 2019 she began thinking about her fashion line in earnest. Though working two jobs during this period, she still found enough time to begin research and run focus groups for her ideas.
“I interviewed 300 Muslim women in different age ranges, and found that 89% of them struggled to find everyday wardrobe pieces,” she explains. “That solidified my idea that there was a serious pain point in the market, and it needs to be addressed.”
Then, in March 2020, Hammouda lost her job. Pushing through the uncertainty of what the future might hold, she devoted herself full-time to seeing her dream through. Now, she’s ready to launch her first collection this summer.
A sustainable, value-oriented business model
“I’ve created strict rules around my supply chain to minimize carbon footprint from the get go,” Hammouda says. “I studied fabrics and supply chain to have the most environmentally friendly one I can.”
AMEERA uses organic, biodegradable, and natural fabrics, and uses only recyclable material for packaging. Hammouda also supports domestic, eco-friendly manufacturers.
Hammouda also found the time to hand-sew and donate over 100 masks—mainly with Gilmore Girls fabric. “I wanted to support a local hospital, and it was a way of giving back to the people that were supporting me as well.”
In fact, one of the biggest challenges Hammouda faced was crowdfunding. “I had over 300 fundraising backers, many of which were generous strangers I am forever thankful for.” Though initially uncertain about crowdfunding during a pandemic, Hammouda found that many people had an interest in supporting her and young entrepreneurs like her.
She also plans to give back by donating a portion of all proceeds to charity.
Modest fashion from Ameera Hammouda
“There is so much thought that goes into every design to make the clothing: modesty, style, comfort, practicality, sustainability, timelessness. AMEERA isn’t about fast fashion; it’s about creating “a wardrobe to be worn for a lifetime.”
“An active lifestyle is at the root of the brand,” reads one caption on the AMEERA website. “Your everyday clothes should be comfy enough for you to seize the day in them. Riding a scooter in a suit is encouraged here.”
Hammouda’s debut collection follows her simple philosophy. The pieces are modest, well-made and long-lasting, sustainable, and versatile.
Visit the official AMEERA website to shop and explore AMEERA.
