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The UAE is never short of groundbreaking sustainable initiatives. Still, amongst the plethora of fashion start-ups in the realms of technology and shopping, only a few have made it to the big leagues. And it seems that a new, emerging platform, The Attire, is poised to become the next breakthrough.
More than just a place to buy and sell premium luxury goods, The Attire is a community where individuals come together to share a common goal: to save the planet, consciously.
Co-founded by the three trailblazing women in the fashion and tech space, Salma Cherké (SC), Hana Amin (HA) and Faeeza Adams (FA), The Attire is here to redefine what it means top wear fashion with a purpose in the Middle East.
Identifying a clear gap in the Middle Eastern market, where sustainable fashion is increasingly turning to the spotlight, these women are here to show that every piece deserves to be cherished and loved once more. This is how The Attire came into fruition.
In this edition of the GRAZIA Career Edit, the co-founders bring us right to the precipice of their creative minds.
My current role is…
SC: I am the co-founder and CEO of The Attire, a platform born out of a shared passion for fashion and sustainability. It’s not just a business for me but a vision I hold close to my heart and a reflection of my passion for fashion and sustainability. At The Attire, we’re creating a community and space where fashion lovers can shop with purpose, sell effortlessly, and fall in love with their wardrobes all over again. It’s more than just buying and selling clothes but about making conscious choices.
HA: I’m the Co-founder & CPO of a platform that’s paving the way for the future of fashion. We’re creating a new way of life—where fashion is seamlessly integrated with technology. It’s more than a marketplace; it’s a community where people can come together to circulate fashion and express themselves.
FA: Co-founder & CTO of The Attire, a fashion-tech platform reshaping how we view second-hand clothing and sustainability through tech.
When I was younger, I wanted to be…
SC: An astronaut. I’ve always been drawn to the sky and the idea of exploring the unknown. In many ways, entrepreneurship feels a little like that, an endless journey of discovery, testing boundaries, and finding new ways to approach things. It’s not always easy, but it’s beautiful to be part of something bigger than yourself.
HA: I’ve always been inspired by people—how they carry themselves, how they make bold choices, and how some create movements that shift entire generations. I knew early on that I wanted to be part of something meaningful that inspires and connects people.
FA: Many things — but always something in the creative space. I was constantly drawn to art, storytelling, and visual design.
My favourite subject at school was…
SC: Mathematics. I was fascinated by how numbers connect and how there’s always logic to be found, even in chaos. That structure taught me how to think logically and strategically in most areas of my life and now finally build my products and make entrepreneurship decisions with clarity.
HA: Geometry! I loved shapes and equations—it’s where logic meets creativity. That foundation naturally led me to the world of user experience design.
FA: Business and Art. The combination of creativity and strategy always intrigued me, and in many ways, still shapes how I approach problems today.
My first job was…
SC: I started as a cognitive engineer at an aeronautics company in the south of France. It was a world far from fashion, but I’ve always been drawn to understanding people, and how they think, feel, and decide. That curiosity about human behaviour is something that still drives me today. It’s why I build user-centred products and why I’m so passionate about The Attire: creating a platform that feels intuitive and connects people to what they truly need.
HA: A user experience designer at a telecom company. It was a simple but essential product used in people’s daily lives. I still remember this quote: “Good design is actually invisible. Bad design sticks out like a sore thumb.” Our job was to make the experience so seamless that it felt automatic, because people used it every single day.
FA: My first job was Data capturing in Excel — an upskilling role for my mom’s business, and yes, she paid me! Later, after completing my studies, I officially started my career in a creative agency as a multimedia designer.
My career path so far has been…
SC: I began in tech, working on UX research to help banks and corporations create better and smarter experiences. But along the way, I realised that I still wanted to do something in fashion. I loved clothes, the stories they tell, the way they make us feel. So, I took everything I had learned and poured it into The Attire. It was a leap, but one I knew I had to take.
HA: I’ve spent over 10 years growing in the fields of technology and user experience, constantly refining how people interact with digital products to make their lives simpler and more intuitive.
FA: It’s been anything but linear — and I love that. I began in graphic design, transitioned into web development and product design, and eventually found my way into game development. That shift exposed me to emerging technologies and opened doors to freelance opportunities with companies building AR and VR apps. Eventually, I moved into the corporate world, focusing purely on product design. Each step has sharpened my skills and given me a broader view of what creativity can look like across industries.
The role the UAE has played in my career is…
SC: The UAE is where I truly found my voice. It’s a place that celebrates bold ideas and supports rapid growth. It’s also where I met some of the most inspiring people I’ve known, friends, and collaborators who helped shape the vision for The Attire. It’s a place that has allowed me to find a balance between ambition and well-being, between business and personal life, which I’m so grateful for. It is also a place that holds great opportunities when it comes to new business, especially in fashion, with passionate and excited customers who are open to experiencing new ways to shop.
HA: The UAE is such a vibrant place—it brings together people from all walks of life and cultures. That kind of diversity challenges you to design with a broader lens. It’s a place full of opportunity, both professionally and personally, and it’s helped shape the way I think and build.
FA: Living and working in the UAE has expanded my thinking completely. The tech-first ecosystem, paired with an environment that actively encourages innovation, has been incredibly motivating. The pace of digital adoption here is refreshing — and as a creative in tech, that’s a dream to be part of.
The story of The Attire is…
SC: It started with a real need; I had valuable pieces of high-quality luxury items in my closet that I no longer needed, with no way of selling them using a credible platform or source. While discussing it with my friends, who are now my co-founders, we were quick to realise that this was an issue we all faced. Each of us had beautiful investment pieces that we wanted to let go of, while at the same time, we were interested in investing in newer, quality pieces. That’s when it hit us that maybe the pieces we were looking for were already sitting in someone else’s closet. And that’s when The Attire was born. A resale platform that’s more than just a marketplace, it’s an experience. It’s about creating a space and community that reflects the way people shop: a mix of high street and high-end from Zara to Prada, because real wardrobes are all about versatility and authenticity.
HA: It all started over coffee with my fellow co-founders. We realised there was something missing in the UAE market. We had luxury pieces we loved and enjoyed, but now it was time to give them a new life. That’s how The Attire was born—a safe, easy, and stylish marketplace for pre-loved fashion, tailored to the everyday shopper.
FA: I met Hana and Salma when they had a bold idea. With my tech background and network in development, we joined forces to bring it to life. What started as a simple idea quickly became a shared mission — blending sustainability, fashion, and technology in a way that’s accessible and exciting.
I was inspired to enter the fashion & tech space because…
SC: Fashion is changing. People want access, not excess. They want to express their style without harming the planet. And technology? It’s the perfect tool to make that shift possible. I wanted to be part of that change. I wanted to help build a future where looking good and doing good go hand in hand. It’s not just about shopping; it’s about being conscious of our choices and how they affect the world around us.
HA: Like many women, I’d often find myself staring at a closet full of clothes and still feeling like I had nothing to wear. As someone working in tech, I saw a gap—and an opportunity—to create something that truly connects these worlds in a seamless and smart way.
FA: Sustainable fashion wasn’t on my radar before meeting my co-founders, but their passion sparked something in me. As I started learning more about the impact of fast fashion and the opportunities in circular fashion, I realised how much tech could do to move this industry forward. That intersection became my new creative playground.
My daily routine consists of…
SC: Mornings start with coffee and intention. I usually review our products or plan the day ahead. Afternoons are for ideation, meetings, or testing features. I make time for Tennis or Pilates to recharge. In the evening, I unwind with a comfort show or a good book. I try to sleep early as rest is part of the hustle.
HA: First things first: coffee! Then, a morning prayer to set the tone for the day. From there, it’s work mode—meetings, design sessions, and deep tech discussions. Evenings are for winding down, whether that means a workout or just a good meal and quality time with friends or family. It’s all about finding balance—or at least trying to, haha!
FA: I’m a mum, so my day begins with getting my daughter and family ready. Then it’s work mode — tackling meetings, design, or logistics. I carve out a bit of time for myself, whether it’s a short workout or meditation. Evenings are for cooking and spending time with my family, and once my little one’s in bed, I usually get a bit more work done before winding down.
My role as Co-Founder entails…
SC: Everything. From defining vision and strategy to replying to customers. I analyse feedback, test features, choose packaging, and occasionally write microcopy myself. There’s no typical day, it’s about learning on the go and being in the trenches with your team. That’s where the magic happens.
HA: As a founder, your mind spins in every direction. But at the heart of it, my role is to ensure the product continues to grow in a way that truly serves our users. From behind-the-scenes logistics to front-end experiences, I work to make sure everything runs smoothly, so users never feel the complexity behind it.
FA: Initially, I led the development of the app, bridging the gap between our vision and the tech build. Now, my focus has expanded into logistics and operations, ensuring everything behind the scenes runs smoothly as we grow.
The biggest hurdle I’ve experienced in my career…
SC: Self-doubt—especially in the early days of launching The Attire. I learned that you don’t need all the answers. Share your idea, test it, learn from users and mistakes, and iterate. That’s how you build something real—and that’s how you get your answers.
The biggest milestone I’ve achieved is…
SC: Building a team that feels like family. It’s not just about launching a product or hitting a milestone, but about the people you surround yourself with. I’m incredibly grateful to be able to work with a team that shares the same values, challenges each other, and pushes the boundaries of what we can do together. And having my closest friends involved in this journey has been rewarding.
HA: Building this platform alongside amazing women who share the same vision. We’ve built more than just a product—we’ve built a family, united by purpose and passion to create something that makes an impact.
FA: Finding business partners who feel like more than friends — we genuinely share a vision and work with mutual respect. That kind of synergy is rare and something I value deeply.
A quote I live by is…
SC: “Have less, do more, be more.” It’s a powerful reminder for me to stay grounded and focused on what truly matters. It’s not about having more, it’s about being more intentional, present, and purposeful.
HA: “This too shall pass.” It’s a grounding reminder—humbling in good times and comforting in the hard ones.
FA: “You won’t know unless you try.” We often let fear or the unknown stop us from starting. But in reality, the only way to know what’s possible is to take that first step.
What I hope for 2025 is…
SC: I want to see The Attire become a beloved platform across the GCC — one that inspires more conscious consumption in fashion, shifts perspectives on secondhand, and makes resale the new norm, one beautiful preloved piece at a time.
HA: A new chapter where this platform reaches its full potential. I want this platform to be a space that’s loved, that helps people, and that stays true to our vision. We may change the how, but we’ll never change the why.
FA: To grow The Attire intentionally — staying true to our values while building momentum. I also hope to continue nurturing a strong, authentic culture within our team as we expand.
