The Lebanese menswear designer Nemer Saadé is known for making bold statements, both on and off the catwalk. His Beirut Fashion Week show in 2016 was called Stop the Wars. “Our region has been a boiling pot for years,” he says. “We want to show that even in the hardest of times, we need to embrace life. From ugliness, we need to create beauty. From frustration, we need to find hope.”
Nemer Saadé Couture embraces this ethos with bespoke men’s tailoring that takes luxury to new levels. From his atelier in Beirut, Nemer makes exquisite made-to-measure suits for a global list of high-net-worth clients. “What sets us apart is our way of doing business,” he says. “Every client is an individual with particular requirements. No size, style, fabric or colour fits all. We make unique pieces that we believe will make clients shine.”
In the Arab world, the perception of men’s fashion is changing. In 2018, Condé Nast launched GQ Middle East, a style magazine for fashionable Arabian men. “We are seeing a growing appetite for luxury products and a real appreciation of craftsmanship,” said Karina Dobrotvorskaya, President of Condé Nast New Markets. Nemer is one of several world-class designers shaping the luxury sector in Lebanon. The couturier Elie Saabe – a favourite of Hollywood A-listers – is another.
“Contrary to what many people may think, people in the Middle East have a huge appreciation of elegance, style and luxury,” says Nemer. “At times, the culture has not given men their due in fashion; but that has changed drastically in recent years.”
Nemer was born into a family of master tailors and cut his first pattern at 16. “I was always surrounded by exquisite style and impeccable attention to detail,” he remembers. He launched Nemer Saadé Couture in 2004. International recognition came in 2010 when he was invited to dress several artists for the Grammys, including Slash of Guns N’ Roses, Usher and Adam Lambert.
But every client receives the rock star treatment from Nemer Saadé himself, who oversees everything from the cut of a suit to its threads, linings and buttons. “We are personal brand builders,” he says. “Nemer Saadé Couture brings every customer’s personal brand to life, in the best possible way.”