The story behind SALIMA.ALI

It all started with a dress…

There are monumental moments that must be marked and celebrated in a young woman’s life; her 16th birthday, and her prom. For me on May 2015, there was a coincidental collision between these two landmarks - they were both on the same day. I embarked on a mission to find that one unique dress that would symbolise this special day, and that no one else would be wearing. However, after looking through countless boutiques, such a dress appeared to be a mere fantasy. So I took it upon myself, in the midst of exam season, to realise my vision and create the dress of my dreams. I used a matte black heavy crepe to give the dress volume and hand painted each gold flower detail with gold diamonté jewel for an embellished hem. Admittedly, black isn't the obvious choice for most as a prom dress, but personally, I felt it was empowering and voiced the bold elegance I wanted to portray. When the day of my prom finally arrived, everything felt magical. I stepped in the hall wearing the dress I designed and created and received a momentary hush as everyone gazed at my gown. My peers and teachers were astonished that I had made this dress and I was so proud of myself. That wasn't the first garment I had made, but it was the defining moment where I knew what I wanted to do. I discovered that, making clothes was no longer just about the fabric that made the garment or the style you wore but, the feeling that it evoked when you wear such a garment for a special occasion. I decided to share this feeling with every other women who wanted to make a statement wearing my designs.

The Journey 

Ever since, I’ve been refining my craft with the expertise of 2 generations of seamstresses in my family backing me. Every garment I created lead to me receiving my own clientele, requiring bespoke garments for their special events. To further my skills, I became the first in my family to pursue a degree in fashion design at London College of Fashion, where I studied Womenswear. Alongside my studies, I continued to cater to a private clientele before officially launching my brand SALIMA.ALI, creating pieces based on the vision and desires of the women I designed for. While completing my degree at London college of Fashion, I refined my skills with various prestigious fashion houses and couture houses around London. Throughout those years I have worked with several amazing women to create unique statement pieces, and through this journey I expanded my vision for the brand I built from my love for craftsmanship and special attention to details, especially those that are hidden. In 2020 I launched my first collection : The Womanhood collection, produced on a made to order basis. Inspired by my journey on the evolution to womanhood. This collection launched successfully within a year of making, creating the first steps into establishing my online presence.

The Brand

Today, I am the proud designer and founder behind SALIMA.ALI; An independent, non-seasonal, luxury brand that creates statement pieces for the luxury woman who values quality and craftsmanship. Here, we create statement pieces for every special occasion in a women’s life and every piece is handmade to order in London, UK from high quality fabrics. We are committed to producing sustainably, therefore we create every garment on a made to order basis, meaning no garments are pre-made and little to no waste is produced. In addition, we provide bespoke services from our in-house atelier. In a world of mass production handmade is a true luxury. Craftsmanship and special attention to details are the pillars on which every design is produced with excellence being our foundation.

To know more or inquire about our bespoke services visit Bespoke or email info@salimaali.co.uk