It is no secret that the Mediterranean region has always been a hub for textile innovations and various clothing-weaving techniques. With fast fashion, many companies have moved their factories to different regions of the world to cut costs compromising quality and authenticity, which highlights the importance of EU-funded projects such as CRE@CTIVE in promoting innovation in these traditional sectors.

Meet Meera Albaba, co-founder of Deera Tatreez Fashion House, as she tells us more about her journey with fashion and being one of CRE@CTIVE's subgrantees!

What is your background and journey in the fashion industry?

I come from an accounting and business background but have always had a passion for the creative sector, specifically fashion. I started my clothing brand in 2018 after gaining experience in fashion marketing and acquiring the necessary business knowledge. My brand aims to showcase the modernization of Palestinian embroidery and how it can be incorporated into today's fashion scene.

What is the concept behind your brand?

My brand, Deerah Tatreez Fashion House, was founded in partnership with Sara Jayyusi, the co-founder and creative director. Our goal is to create a ready-to-wear collection that integrates various Palestinian embroidery techniques, working with a network of Palestinian artisans in refugee camps in Jordan. We believe that the art of embroidery is a timeless one that has been present in the Levant for centuries, but has been hindered by political circumstances and undervalued by the fashion industry.

Our collection aims to maintain the value of this craft while honouring the artisans and their work and helping them to work with new materials and techniques to reach a wider audience. By using premium, biodegradable materials and collaborating with local studios in Palestine, we hope to contribute to the region’s economic development and provide a source of income for the artisans and their families.

How has the cross-border aspect of the CRE@CTIVE project supported your business?

The cross-border aspect of the CRE@CTIVE project is crucial for our business as it allows us to collaborate with other artists and businesses from the region and exchange knowledge and ideas. This is essential for Palestinian businesses to overcome the challenges of being systemically disconnected from the rest of the world.

In addition, the CRE@CTIVE project provides us with access to funding and resources that help to support the development and promotion of our brand. By participating in the project, we have been able to showcase our collection on a global platform and reach a wider audience.

Overall, the CRE@CTIVE project has played a vital role in supporting our business and helping us achieve our goal of promoting Palestinian embroidery and ethical fashion practices on an international level.

Follow Meera's and Deera Tatreez's journey below!

Website, Instagram